1. Advertising: Identifying Target Markets ENG 12 - STEWART

2. Marketing and Advertising Activities Revolve Around the Target Market
Distribution
Product
Target Market
Pricing
Promotion

3. WHAT IS A TARGET MARKET?
Those individuals or organizations that are likely to want to use what producers can provide.

4. MARKET SEGMENTATION
The market is made up of people who fit into many different groups.
When a product or service is targeted toward groups of people who share common characteristics, the group is called a market segment.

5. MARKET SEGMENTATION
People may be grouped in a market segment because they:
Belong to the same culture
Have similar tastes and preferences
Share the same values or goals
Have the same socioeconomic background
Respect their group’s norms or rules of conduct
Market segmentation helps producers match their products and services to the needs of a specific group.

6. COMMON MARKET SEGMENTS
Demographic: people of the same . . .
Sex
Age
Marital status
Family size
Stage of family life cycle

7. COMMON MARKET SEGMENTS
Socioeconomic: people of similar . . .
Occupation
Education
Income
Social class
Culture

8. COMMON MARKET SEGMENTS
3. Geographic
People who live in regions of the country that could be defined by a specific climate, or by provincial or regional boundaries

9. COMMON MARKET SEGMENTS
4. Psychographic
people with similar lifestyles or personality attributes

10. COMMON MARKET SEGMENTS
5. Behavior patterns
People who can be identified by when, where, and how often they shop, as well as by their media habits

11. COMMON MARKET SEGMENTS
Consumption patterns
People who can be identified by their knowledge about, and loyalty to, particular products or brands