Marketers determine the variables that define the segments. Segmentation and targeting are unilateral decisions made by marketers without the consent of their customers. However, segmentation and targeting also exemplify the vertical relationship between a brand and its customers, analogous to hunter and prey. They also help marketers to serve multiple segments, each with differentiated offerings. They allow for efficient resource allocation and sharper positioning. Segmentation and targeting are both fundamental aspects of a brand’s strategy. Segmentation is typically followed by targeting-a practice of selecting one or more segments that a brand is committed to pursue based on their attractiveness and fit with the brand. Traditionally, marketing always starts with segmentation-a practice of dividing the market into homogenous groups based on their geographic, demographic, psychographic, and behavioral profiles. From segmentation and targeting to customer community con fi rmation
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