Beruflich Dokumente
Kultur Dokumente
Target Marketing
Target marketing requires marketers to
levels:
Segment marketing group share similar wants Niche marketing-dividing a segment into sub segment Local marketing-tailored to the needs of local customers Individual marketing-one to one marketing
2003 Prentice Hall, Inc.
typically identified:
1. Needs-based
4. Segment
7. Marketing-mix strategy
2003 Prentice Hall, Inc.
characteristics:
Measurable Substantial Accessible Differentiable Actionable
Nation or country
State or region City or metro size
Density
Climate
Behavioral
Behavioral
Behavioral
Occasions
Benefits User status
Usage rate
Loyalty status Buyer-readiness
Behavioral
Attitude
combines multiple variables to identify smaller, better-defined target groups Geoclustering system uses
demographic, geographic, lifestyle, and behavioral characteristics
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approachescriteria,policies
Personal
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