Question

After evaluating identified segments, decisions have to be made whether to pursue a particular opportunity or not. Assuming the decision is made to proceed, an appropriate targeting strategy must be developed. Explain the basic categories of target marketing strategies and how they can be implemented.

Answer 1

Answer:

Target marketing strategies is made in order to separate customers into several groups based on similar characteristics. After the separation, we will create a marketing strategy that can appeal to a specific group.

Typically, the target marketing strategies need to be done in 3 steps:

1. Segmenting

During this step, we need to find a characteristics that we want to use to divide the customers. (such as age, gender,  health status, etc)

2. Targeting

During this step , we need to determine which characteristics we want to use as a target depending on the resources that we have on our disposal.

3 Positioning

During this step, we need to make various effort to make our product become appealing to that specific group. We can do this by changing the design, materials, or the way we advertise the product.