Marketing-Information Management LAP 9

Explain the importance of market identification. Objectives: Discuss ways that a market can be segmented.

Explain the importance of market identification.

How marketers discover the best ways to match producers with their customers Grouping people by their similarities:

A Market Is … A customer who: Marketers look carefully at which customers want their needs met in the very near future. Has an unfulfilled desire Is financially able to satisfy that desire Is willing to satisfy that desire Has an unfulfilled desire Is financially able to satisfy that desire Is willing to satisfy that desire

Marketers group customers by target market in order to meet customer needs effectively. Customers who have similar, specific needs A Target Market Is … The particular group of customers the business seeks to attract

How To Pinpoint a Target Market  Look at the entire market.  Identify the categories you see.  Select the category (or categories) to fit your goals.

The Significance of Target Marketing  Targeting is necessary for accurate marketing.  The same person can be included in more than one target market.  As target markets change over time, marketers update their categories. Customers are targeted in the consumer market. Businesses are targeted in the industrial market.

Carry out target- market activities: Some marketers suggest what works and what doesn’t. Others fit their method to the individual marketing situation.

Mass marketing Segment marketing Target- Market Activities

Mass Marketing Is … Appealing to the whole market by: Designing products Directing marketing activities

Communicate a broad message Address the largest audience available Produce one product for all Provide the most possibilities for success—without breaking the bank Advantages of Mass Marketing

Diversity of the audience—everyone Probability of purchase is a small percentage Disadvantages of Mass Marketing

Segment Marketing Is … Appealing to the market one segment at a time by: Dividing the market into smaller groups Targeting each group individually

Advantages of Segment Marketing Advantages of Segment Marketing Segment marketing works because: It uses the marketing concept. It is more precise than mass marketing. It allows for: A finely tuned product An appropriate price Ease of distribution

Advantages of Segment Marketing In addition, segment marketing: Encourages effective communication Allows product specialization Enables smaller businesses to compete with larger ones.

Disadvantages of Segment Marketing  It takes more resources to pull it off successfully.  It can be difficult to produce— requiring more Creativity Money

The Use of Segment Marketing Because… Customers are more discerning. Marketing research has improved. Modern technology is available. It is more efficient than mass marketing.

Discuss ways that a market can be segmented.

How do marketers divide their markets? Identify their customers’ similarities. Group their customers by what they have in common.

Some Common Ways To Group Customers Demographic Segmentation Geographic Segmentation Behavioral Segmentation Psychographic Segmentation

Demographic Segmentation  Gender  Origin or heritage  Religion

Demographic Segmentation  Gender  Origin or heritage  Religion  Social or economic status  Life stage

Geographic Segmentation  Where their markets are located  Who their competitors are  Which media will reach their customers In the process, marketers discover specifically: Dividing a market on the basis of where consumers are located

 Find out how consumers respond  Use that information to group them effectively With this method, marketers: Dividing a market on the basis of consumers’ response to a product Behavioral Segmentation

 Customers want what they feel will give them the best in life.  Marketers group customers by their similarities—according to their motives, attitudes, opinions, interests, activities, personalities, and lifestyles. Psychographic Segmentation Dividing a market on the basis of consumers’ lifestyles and personalities How it works:  Marketers try to find out what’s driving their customers to make the choices they do.

What do you think marketers would do to target you? If marketers were grouping you, where would you fit in the demographic, geographic, behavioral, and psychographic segments? How are you similar to, or different from, your family members and friends? How do you think your similarities and differences affect your purchase decisions?

Sometimes, when businesses identify (and target) their markets, their methods raise eyebrows. Credit-card companies are one example. Credit-card companies give credit to college students who don’t yet have a full-time job. Credit-card companies offer colleges money in return for helping them distribute credit-card applications to students. Should credit-card companies use this method to target college students?

Acknowledgments Original Developers: Acknowledgments Original Developers: Lelia Ventling, Mary C. Hollaway MarkED Version 1.0 Copyright © 2006 MarkED Resource Center

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