Know-How Exchange : Student Questions

hi anujbajoria,

welcome to KHE,

target marketing is tailoring a marketing mix to specfic customers.

target marketing is not mass marketing which is the "shot gun" approach. which is when you try to be all thing to all people.

in target markrting you you are not limited to a small segment, it is onlu limited to farliy "homogeneous"(similer) ones.

a very large segment , even sometimes called the "mass market" may be farily "homogeneous" and you may target it deliberatly.

例如,一个非常大的群父母哟ung children is a homogeneous on many levels, including attitudeds about changing nappies. In austriala alone, this group spends $425 million dollars a year on dispoable nappies. this is a major target for compaines like kimberly-Clark (Huggies,Snugglers and VIP's) and Proctor &Gamble( Pampers)

the main reason for foucsing on a specfic target group is to gain a competative advantage by developing a more satifying marketing mix( the 4p's price, place, promation. product).

For example: the University of Technology, Sydney, attracts Chinese students that english is not good enough to be accepted into a normal MBA progam, instead they offer a MBA cousre taught in Manderin.

Another example would be the Commonwealth Bank. it has developed "Comsec" atwww.comsec.com.au, which offers online trading of securities. this targets investors who want the security of dealing with a company with a trusted name and the convenience of being able to trade online.

try this site

https://cbae.nmsu.edu/~dboje/teaching/490_psl/HamptonPSL.htm

https://www.asashop.org/autoinc/june97/strategy.htm

also have a look at these search results i got from google they should help you

https://www.google.com/search?as_q=&num=10&hl=en&ie=UTF-8&btnG=Google+Searc...


hope this helps
have a nice day

Sweetasman01

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