MARK101 Lecture Notes - Lecture 4: Focus Group, Psychographic, Stihl
16 Aug 2018
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Week 4 lecture 4 chapter 6. Chapter 6: segmentation, targeting and positioning: the earlier deinition of marketing: satisfying the needs and wants of. Target customers more eiciently and efectively than competitors: applies in consumer markets (b2c) and business markets (b2b), two important business considerations: Three market strategies: remember the marketing mix, mass marketing is used by mainly large companies and organisations. Target marketing: target marketing is based on three premises: Individual buyers or groups of buyers can be identiied. Sellers will seek to shape their ofer to meet the needs of target buyers: research: understand, create, communicate, deliver. Target marketing based on segments: when choosing target markets, the organisation will generally consider three factors: Stihl chainsaws, range of diferent chainsaws: e. g. Elders, diferent marketing mix and diferent range of products. Psychographically: note: there is no one best way" to segment a market. There are other variables, gender, location (poor roads), high income earners who like luxury high powered cars.
