Target marketing includes three activities: market segmentation, market targeting and market positioning.
We can target markets at four levels: segment, niche, local area and individual. Market segments are large, identifiable groups within a market. A niche is a more narrowly defined group. Globalisation and the Internet have made niche marketing more feasible to many. Marketers appeal to local markets through grassroots marketing for trading areas, neighbourhoods and even individual stores.
More companies now practice individual and mass customisation. The future is likely to see more self-marketing, a form of marketing in which individual consumers take the initiative in designing products and brands.
There are two bases for segmenting consumer markets: consumer characteristics and consumer responses. The major segmentation variables for consumer markets are geographic, demographic, psychographic and behavioural. Marketers use them singly or in combination.
Business marketers use all these variables along with operating variables, purchasing approaches and situational factors.
To be useful, market segments must be measurable, substantial, accessible, differentiable, and actionable.
Charities that strives to improve children’s lives, health, and well-being through three major programs: Ronald
McDonald House, Ronald McDonald Family Room, and
Ronald McDonald Care Mobile.
McDonald’s aggressively expanded overseas
throughout the 1980s by adding locations throughout
Europe, Asia, the Philippines, and Malaysia. This rapid
expansion, however, led to many struggles during the
1990s and early 2000s. The company lost focus and direction, expanding by as many as 2,000 new restaurants
a year. New employees weren’t trained fast or well
enough, all of which led to poor customer service and
dirtier restaurants. New competitors popped up and the
company acquired nonburger companies, Chipotle and
Boston Market (which were eventually sold in 2006 and
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