Targeting
DESCRIPTION
The process of selecting one or more market segments that the firm decides to serve with its offerings.
The process of selecting one or more market segments that the firm decides to serve with its offerings.
KEY INSIGHTS
Targeting involves the process of defining the specific needs and profiles of customer market segments and selecting from those segments the ones to target with appropriate offerings, strategies, and marketing programs. The process of targeting involves a number of strategies from which marketers may select, including concentrated targeting (e.g. focusing on a particular niche), undifferentiated targeting (e.g. adopting a mass marketing strategy), and differentiated targeting (e.g. adopting a selective marketing strategy). Advertising, along with many other forms of marketing communication, for example, may involve targeting particular groups of consumers with particular messages which are specifically aimed at audiences possessing the characteristics of such consumer groups.
Targeting involves the process of defining the specific needs and profiles of customer market segments and selecting from those segments the ones to target with appropriate offerings, strategies, and marketing programs. The process of targeting involves a number of strategies from which marketers may select, including concentrated targeting (e.g. focusing on a particular niche), undifferentiated targeting (e.g. adopting a mass marketing strategy), and differentiated targeting (e.g. adopting a selective marketing strategy). Advertising, along with many other forms of marketing communication, for example, may involve targeting particular groups of consumers with particular messages which are specifically aimed at audiences possessing the characteristics of such consumer groups.
KEYWORDS Segment selection
IMPLICATIONS
At a strategic level, making choices about targeting strategies to use in relation to chosen customer segments is something that can have a major influence on a firm’s overall operations in the selected markets. At an operational level, appropriate targeting in, say, advertising has the potential to improve the advertiser’s return on investment and make an advertising campaign efficient in accomplishing its objectives.
At a strategic level, making choices about targeting strategies to use in relation to chosen customer segments is something that can have a major influence on a firm’s overall operations in the selected markets. At an operational level, appropriate targeting in, say, advertising has the potential to improve the advertiser’s return on investment and make an advertising campaign efficient in accomplishing its objectives.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
McLauglin, R. (2000). ‘Targeting Teens,’ Target Marketing, 23(1), 84–87.
McLauglin, R. (2000). ‘Targeting Teens,’ Target Marketing, 23(1), 84–87.
Moschis, G. P., Lee, E., and Mathur, A. (1997). ‘Targeting the Mature Market: Opportunities and Challenges,’ Journal of Consumer Marketing, 14(4), 282–293.
Mahajan, Vijay, and Muller, Eitan (1998). ‘When is it Worthwhile Targeting the Majority instead of the Innovators in a New Product Launch?’ Journal of Marketing Research, 35, November, 488–495.
Marketing Research
Sivadas, E., Grewal, R., and Kellaris, J. (1998). ‘The Internet as a Micro Marketing Tool: Targeting Consumers through Preferences Revealed in Music Newsgroup Usage,’ Journal of Consumer Research, 41, 179–186.
Sivadas, E., Grewal, R., and Kellaris, J. (1998). ‘The Internet as a Micro Marketing Tool: Targeting Consumers through Preferences Revealed in Music Newsgroup Usage,’ Journal of Consumer Research, 41, 179–186.
BIBLIOGRAPHY
Kotler, Philip, and Armstrong, Gary (2006). Principles of Marketing, 11th edn. Upper Saddle River, NJ: Pearson Education, Inc.
Kotler, Philip, and Armstrong, Gary (2006). Principles of Marketing, 11th edn. Upper Saddle River, NJ: Pearson Education, Inc.
technological environment see macroenvironment