Trilogy of target market selection
Market segmentation is the basis for determining the target market. On the basis of market segmentation, no matter what strategy the enterprise adopts and how many market segments it chooses, the target market it determines and chooses must be the one with the greatest potential and can bring the greatest profit for itself. Therefore, when determining the target market, we should follow the following three principles:
First of all, the target market must be large enough, or constantly expanding, to ensure that enterprises get enough economic benefits. This is because the number of consumers is one of the sources of corporate profits. American "Lee" brand jeans always aim at "baby boomers" who account for a large proportion of the population, thus successfully expanding the brand's market share. In 1960s and 1970s, Li brand jeans were targeted at young people aged 65-438+05-24. Because this age group was born in the "baby boom", it accounts for a considerable proportion of the whole population. However, by the early 1980s, the "baby boomers" had entered the middle age and youth stage. The population of the new generation of young people is much smaller than in the past. In order to increase market share, in the late 1980s, Li brand jeans were aimed at consumers aged 25-44, that is, the baby boomer generation. In order to adapt to the change of this target market, the manufacturer only slightly improved the original product to make it just fit the body shape of young and middle-aged consumers. As a result, in the early 1990s, the share of this brand of jeans in the young and middle-aged market increased by 20%, and the sales volume increased by 17%.
Second, the selected target market is not satisfied by competitors, so it may belong to its own market. Japan's "Honda" company followed this principle when selling cars to American consumers, thus successfully choosing its own target market. Compared with Mercedes-Benz, Audi and Volvo, Honda's cars are not only lower in price, but also higher in technology, which is enough to compete with competitors for food. However, Honda did not do this. According to Honda's forecast, in the late 1980s and early 1990s, with the increase of family income, young consumers will have more disposable income, and more and more young people will set foot in the luxury car market. Instead of competing with several companies for a market that has been carved up, that is, the market of middle-aged and elderly consumers who have long been rich and own luxury cars, it is better to open up a market that has not been valued by competitors, so that it can completely belong to itself, that is, the market of young and middle-aged consumers who have just become rich and will soon become rich.
Third, the target consumers are most likely to respond positively to the benefits provided by the brand. If you choose a large target market, but the consumers in this market are not interested in your brand, you still can't make a profit. For example, in the mid-1970s, German "BMW" brand cars aimed at the luxury car market at that time in the American market. However, the survey found that consumers in this market segment not only disliked, but even laughed at "BMW", saying that "BMW" was like a big box, with neither automatic windows nor leather seat covers, which was simply incomparable with other cars. Obviously, this market is not interested in BMW's superb performance. As a result, manufacturers decided to turn their target to the young people market with higher income, vitality and emphasis on driving experience. Because consumers in this market are more concerned about the performance of cars, they prefer cars that can reflect different personalities and values from their parents. In order to attract consumers in this market, manufacturers highlight the superior performance of this kind of car. As a result, 1978, although the car sales have not caught up with Mercedes-Benz, it has reached more than 30,000 vehicles, reaching 1986, close to 654.38+10,000 vehicles.
However, by the end of 1980s and the beginning of 1990s, the American economy began to slump, and the original target consumers were mature, so they no longer needed to express themselves by buying high-priced products. In addition, Japanese luxury cars enter the American market with the advantage of "good quality and low price", and BMW faces new challenges. Market research has found that consumers like BMW because it can give drivers a unique feeling that "people" control cars, not "cars" control people. Driving a BMW. Consumers feel safe and confident because they can not only feel and control the car, but also get feedback from BMW on how to improve their driving skills. Therefore, manufacturers have targeted the following three kinds of people: .................................................................................................................................................................. & gt
Question 2: What is the description of the target market? Describe each stage of the customer decision-making process to the target market.
Marketing strategy points out every detail, positioning and communication of specific personnel in the target market to be served. A marketing plan may point out multiple target markets, but a special marketing mix is designed for each target market.
Question 3: What is the definition of target market? Define the explanation of the target market in the tool book.
1. According to the characteristics of consumers, the whole potential market is divided into several parts. According to the characteristics of products, various marketing strategies are comprehensively used, and one or several consumers are selected as the sales targets. This is the target market.
2. Enterprises select consumer groups as their marketing objectives. Because the products that enterprises can produce are limited and the demand of consumers is unlimited, enterprises can only choose some consumer groups as the target market on the basis of market segmentation. The basic requirements of choice are: the consumer groups that constitute the market segment have similar consumption characteristics; Market segments are not controlled and monopolized by competitors, and enterprises can occupy the market; Market segments have certain purchasing power, which enterprises can obtain it? .....
Generally, the listing of a commodity can only meet the needs of some people in society. For example, myopia glasses are specially produced for people with myopia; Down jackets are made for people living in cold areas. For an advertising product, this group of people is its target market. In other words, advertising products are aimed at this group of people. When designing advertisements, advertisers should know who the target market of advertising products is and the approximate age, gender and age of the target market. .....
McCarthy, a famous marketing scholar, suggested that consumers should be regarded as a specific group, called the target market. Through market segmentation, it is helpful to define the target market, and through the application of marketing strategy, it is helpful to meet the needs of the target market. That is to say, the target market is one or several sub-markets that enterprises are prepared to meet their needs with corresponding products and services after market segmentation.
Marketing guru kotler defined the target market as a part of the qualified market that the company decided to pursue (despite its interest, interest, access and qualification for a specific quotation).
The so-called target market refers to the optimization process of the market direction that the "vector" of enterprise marketing activities aims at in several "sub-markets" after market segmentation. For example, at this stage, the demand for cameras by urban and rural residents in China can be divided into three different consumer groups: high-end, mid-range and ordinary. According to the survey, 33% of consumers need ordinary cameras with good quality and low price, 52% need mid-range cameras with reliable quality and moderate price, and 16% need beautiful, lightweight, durable and high-grade automatic or multi-lens cameras. Most domestic camera manufacturers aim at the production and sales of mid-range and ordinary cameras, so there is an oversupply in the market, while high-end cameras in large and medium-sized shopping malls are mostly imported at high prices. If a camera manufacturer chooses 16% as the consumption target and gives priority to the introduction of new advanced cameras with high quality and reasonable price, it will be welcomed by these consumers, thus rapidly increasing the market share.
Question 4: What is market positioning and what is the target market? The price is determined by the market, which is called market pricing.
Target market refers to which groups of people the goods are targeted at, high-end, mid-end, low-end or rural market and urban market.
Question 5: What is the basis of target marketing 1? The concept of target marketing: that is, enterprises identify the differences of different consumer groups, selectively confirm one or several consumer groups as their target markets, give full play to their resource advantages, and meet all or part of their needs.
2. Target positioning mainly includes three modules: market segmentation and target market selection.
Positioning is also called STP strategy, because the first three letters are: S.T.P
3. Development course of target marketing: extensive marketing stage → target marketing stage (target marketing can be divided into differentiated marketing, regional marketing and personalized marketing).
4. Target marketing belongs to the strategic level and the first layer of "choice value" in the marketing process (choice value, provision value and communication value).
I think the answer to your question is: the basis of target marketing is market segmentation. Because only after you subdivide the whole market can you determine the target market you want to enter, and then you can position your products according to the target customer groups you choose and market competition.
Question 6: What is the target market of Baidu Post Bar? The market should just bring together people who are interested. Many of Baidu's bars are hot integration.
Question 7: How do enterprises choose the target market? When choosing the target market, we must consider various factors and conditions faced by enterprises, such as enterprise scale and raw material supply, product similarity, market similarity, product life cycle, competitive target market and so on.
Then adopt three target market strategies ~ ~
1~~ Indifferent market strategy ~ ~
This means taking the whole market as your target market, only considering the nature of market demand, regardless of its differences, and attracting as many consumers as possible with one product, one price and one promotion method, so that mass production is simple, production cost is low, and quality is easy to guarantee, because the product is single ~
2~~ Differentiated market strategy ~ ~
This method is to divide the market into many sub-markets, and then design and produce different products for different sub-markets to meet different consumers. Its marketing strategy is also different, which can satisfy different consumers and easily expand sales and occupy the market. However, due to the great differences in products and changeable sales methods, the management difficulty and production cost are increased.
3~~ Centralized market strategy ~ ~
This strategy is the same as the differentiated market strategy, that is, market segmentation, but this strategy only selects two or three small market segments as the later target markets, and then carries out specialized production and sales. This strategy can concentrate the superior strength of the enterprise, but the risk is relatively large, because the market is single, and once the demand of the target group in this market changes or is invaded by strong competitors, the enterprise will be greatly affected.
Question 8: What is the target market? Target market refers to the needs of existing and potential consumer groups determined by enterprises according to their own capabilities in markets with different needs.
Trilogy of target market selection
Market segmentation is the basis for determining the target market. On the basis of market segmentation, no matter what strategy the enterprise adopts and how many market segments it chooses, the target market it determines and chooses must be the one with the greatest potential and can bring the greatest profit for itself. Therefore, when determining the target market, we should follow the following three principles:
First of all, the target market must be large enough, or constantly expanding, to ensure that enterprises get enough economic benefits. This is because the number of consumers is one of the sources of corporate profits. American "Lee" brand jeans always aim at "baby boomers" who account for a large proportion of the population, thus successfully expanding the brand's market share. In 1960s and 1970s, Li brand jeans were targeted at young people aged 65-438+05-24. Because this age group was born in the "baby boom", it accounts for a considerable proportion of the whole population. However, by the early 1980s, the "baby boomers" had entered the middle age and youth stage. The population of the new generation of young people is much smaller than in the past. In order to increase the market share, in the late 1980s, Li brand jeans were aimed at consumers aged 25-44, that is, the baby boomer generation. In order to adapt to the change of this target market, the manufacturer only slightly improved the original product to make it just fit the body shape of young and middle-aged consumers. As a result, in the early 1990s, the share of this brand of jeans in the young and middle-aged market increased by 20%, and the sales volume increased by 17%.
Second, the selected target market is not satisfied by competitors, so it may belong to its own market. Japan's "Honda" company followed this principle when selling cars to American consumers, thus successfully choosing its own target market. Compared with Mercedes-Benz, Audi and Volvo, Honda's cars are not only lower in price, but also higher in technology, which is enough to compete with competitors for food. However, Honda did not do this. According to Honda's forecast, in the late 1980s and early 1990s, with the increase of family income, young consumers will have more disposable income, and more and more young people will set foot in the luxury car market. Instead of competing with several companies for a market that has been carved up, that is, the market of middle-aged and elderly consumers who have long been rich and own luxury cars, it is better to open up a market that has not been valued by competitors, so that it can completely belong to itself, that is, the market of young and middle-aged consumers who have just become rich and will soon become rich.
Third, the target consumers are most likely to respond positively to the benefits provided by the brand. If you choose a large target market, but the consumers in this market are not interested in your brand, you still can't make a profit. For example, in the mid-1970s, German "BMW" brand cars aimed at the luxury car market at that time in the American market. However, the survey found that consumers in this market segment not only disliked, but even laughed at "BMW", saying that "BMW" was like a big box, with neither automatic windows nor leather seat covers, which was simply incomparable with other cars. Obviously, this market is not interested in BMW's superb performance. As a result, manufacturers decided to turn their target to the young people market with higher income, vitality and emphasis on driving experience. Because consumers in this market are more concerned about the performance of cars, they prefer cars that can reflect different personalities and values from their parents. In order to attract consumers in this market, manufacturers highlight the superior performance of this kind of car. As a result, 1978, although the car sales have not caught up with Mercedes-Benz, it has reached more than 30,000 vehicles, reaching 1986, close to 654.38+10,000 vehicles.
However, by the end of 1980s and the beginning of 1990s, the American economy began to slump, and the original target consumers were mature, so they no longer needed to express themselves by buying high-priced products. In addition, Japanese luxury cars enter the American market with the advantage of "good quality and low price", and BMW faces new challenges. Market research has found that consumers like BMW because it can give drivers a unique feeling that "people" control cars, not "cars" control people. Driving a BMW. Consumers feel safe and confident because they can not only feel and control the car, but also get feedback from BMW on how to improve their driving skills. Therefore, manufacturers have targeted the following three kinds of people: .................................................................................................................................................................. & gt
Question 9: What is the definition of target market? Define the explanation of the target market in the tool book.
1. According to the characteristics of consumers, the whole potential market is divided into several parts. According to the characteristics of products, various marketing strategies are comprehensively used, and one or several consumers are selected as the sales targets. This is the target market.
2. Enterprises select consumer groups as their marketing objectives. Because the products that enterprises can produce are limited and the demand of consumers is unlimited, enterprises can only choose some consumer groups as the target market on the basis of market segmentation. The basic requirements of choice are: the consumer groups that constitute the market segment have similar consumption characteristics; Market segments are not controlled and monopolized by competitors, and enterprises can occupy the market; Market segments have certain purchasing power, which enterprises can obtain it? .....
Generally, the listing of a commodity can only meet the needs of some people in society. For example, myopia glasses are specially produced for people with myopia; Down jackets are made for people living in cold areas. For an advertising product, this group of people is its target market. In other words, advertising products are aimed at this group of people. When designing advertisements, advertisers should know who the target market of advertising products is and the approximate age, gender and age of the target market. .....
McCarthy, a famous marketing scholar, suggested that consumers should be regarded as a specific group, called the target market. Through market segmentation, it is helpful to define the target market, and through the application of marketing strategy, it is helpful to meet the needs of the target market. That is to say, the target market is one or several sub-markets that enterprises are prepared to meet their needs with corresponding products and services after market segmentation.
Marketing guru kotler defined the target market as a part of the qualified market that the company decided to pursue (despite its interest, interest, access and qualification for a specific quotation).
The so-called target market refers to the optimization process of the market direction that the "vector" of enterprise marketing activities aims at in several "sub-markets" after market segmentation. For example, at this stage, the demand for cameras by urban and rural residents in China can be divided into three different consumer groups: high-end, mid-range and ordinary. According to the survey, 33% of consumers need ordinary cameras with good quality and low price, 52% need mid-range cameras with reliable quality and moderate price, and 16% need beautiful, lightweight, durable and high-grade automatic or multi-lens cameras. Most domestic camera manufacturers aim at the production and sales of mid-range and ordinary cameras, so there is an oversupply in the market, while high-end cameras in large and medium-sized shopping malls are mostly imported at high prices. If a camera manufacturer chooses 16% as the consumption target and gives priority to the introduction of new advanced cameras with high quality and reasonable price, it will be welcomed by these consumers, thus rapidly increasing the market share.
Question 10: What is the target market description? Describe each stage of the customer decision-making process to the target market.
Marketing strategy points out every detail, positioning and communication of specific personnel in the target market to be served. A marketing plan may point out multiple target markets, but a special marketing mix is designed for each target market.