Targeting

01May09

Targeting – identifying which market segments offer the best market-product fit.

4 Targeting Strategies:

1. Undifferentiated (Mass marketing) – one product targeted at all segments.
2. Concentrated (Niche Marketing) – one product targeted at one segment.
3. Differentitated – Multiple products targeted at multiple segments
4. Customized (1-to-1 Marketing) – customized product for each customer.

Criteria to use in choosing target segments:

• market size,
• expected growth,
• competitive position,
• cost of reaching the segment,
• compatibility with the organization’s objectives and resources.

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