Marketing Agency

Niche Marketing Niche marketing (also called concentrated marketing) is a strategy that targets only one or a few very defined and specific segments of the consumer population. The goal is to achieve high penetration among the narrowly… Niche Marketing

Local marketing is a targeting strategy focused expressly on a small, clearly defined neighborhood or geographic area. Organizations using this technique strive to generate a strong local presence, and targets may include any person or organization within that… Local marketing 

Targeting Strategies and the Marketing Mix LEARNING OBJECTIVES Explain how targeting influences each element of the marketing mix Using the Marketing Mix to Reach Target Segments Once target segments are identified, the marketing manager selects a targeting strategy… Targeting Strategies and the Marketing Mix

Introduction to Targeting and the Marketing Mix What you’ll learn to do: explain how targeting influences each element of the marketing mix Segmentation helps you decide who your target customers are, while targeting helps you… how targeting influences each element of the marketing mix

Case Study: eHarmony Targets Women LEARNING OBJECTIVES Explain the process of deciding which customer segments to target for marketing activities Segmentation Success: A Dating Web Site for Women When it was launched in 2000, eHarmony… Case Study: eHarmony Targets Women

Choosing a Segmentation Approach and Target Segments LEARNING OBJECTIVES Explain the process of selecting an appropriate segmentation approach Explain the process of deciding which customer segments to target for marketing activities Conducting a Market Segmentation As… Choosing a Segmentation Approach and Target Segments

Introduction to Segmentation Decisions What you’ll learn to do: explain the process of selecting an appropriate segmentation approach and deciding which customer segments to target for marketing activities Now that you’ve learned about common segmentation… process of selecting an appropriate segmentation approach

Segmentation Criteria and Approaches LEARNING OBJECTIVES Describe common segmentation approaches Common Approaches to Market Segmentation Segmentation starts by identifying all the potential buyers for your product: individuals with the need and the means to buy what… Segmentation Criteria and Common Approaches to Market Segmentation

The Purpose of Market Segmentation and Targeting LEARNING OBJECTIVES Explain the purpose of segmentation and targeting in marketing What Is Market Segmentation All About? Segmentation helps marketers answer the following set of fundamental questions: To… What Is Market Segmentation All About?

Introduction to Common Segmentation Approaches What you’ll learn to do: describe common segmentation approaches The next section of this module walks through several common approaches to market segmentation. Some approaches will probably seem familiar, or even obvious—like… Introduction to Common Segmentation Approaches