Segmenting, Targeting, Positioning of Ipad
INTRODUCTION
Marketing is an organizational function and a set of process to creating, communicating, and delivering value to customers and for managing customer relationship in ways that benefit the organization and its stakeholder. To delivery its value, the company needs a marketing plan and strategy. The objectives of a marketing strategy are to identify a target market and develop a marketing mix that will appeal to those potential customers. Decisions regarding the ideal marketing mix can be organized in terms of Price, Promotion, Product, and Price. However, the objectives are not to just come up with a particular strategy, but rather to focus on providing value to your key market segments.
A company needs to identify which market segments it can serve effectively. This decision requires a keen understanding of consumer behavior and careful strategic thinking. Identifying and satisfying the right market segments is the key to marketing success.
Market Segmentation
A market segment consists of a group of customers who share a similar set of needs and wants. Market segmentation is important not only for creating consumers but also for satisfying them. Market segmentation helps matching of market opportunities to the resources of the company and enables them to face market competition effectively. It raises marketing efficiency through proper adjustment of marketing mix for each market segment. Market segmentation is one important element of marketing management where the company can decide which one(s) to target.
Two bases for segmenting customer markets are consumer characteristics and consumer responses. The major segmentation variables for consumer markets are geographic, demographic, psychographic, and behavioral such as consumer responses to benefits, usage occasions, or brands. Marketers use them singly or in combination.
* Geographic Segmentation
Marketers will examine marketing programs to fit the needs of individual geographic
Marketing is an organizational function and a set of process to creating, communicating, and delivering value to customers and for managing customer relationship in ways that benefit the organization and its stakeholder. To delivery its value, the company needs a marketing plan and strategy. The objectives of a marketing strategy are to identify a target market and develop a marketing mix that will appeal to those potential customers. Decisions regarding the ideal marketing mix can be organized in terms of Price, Promotion, Product, and Price. However, the objectives are not to just come up with a particular strategy, but rather to focus on providing value to your key market segments.
A company needs to identify which market segments it can serve effectively. This decision requires a keen understanding of consumer behavior and careful strategic thinking. Identifying and satisfying the right market segments is the key to marketing success.
Market Segmentation
A market segment consists of a group of customers who share a similar set of needs and wants. Market segmentation is important not only for creating consumers but also for satisfying them. Market segmentation helps matching of market opportunities to the resources of the company and enables them to face market competition effectively. It raises marketing efficiency through proper adjustment of marketing mix for each market segment. Market segmentation is one important element of marketing management where the company can decide which one(s) to target.
Two bases for segmenting customer markets are consumer characteristics and consumer responses. The major segmentation variables for consumer markets are geographic, demographic, psychographic, and behavioral such as consumer responses to benefits, usage occasions, or brands. Marketers use them singly or in combination.
* Geographic Segmentation
Marketers will examine marketing programs to fit the needs of individual geographic