Market Targeting

It is necessary to select the segments on which marketing efforts will be focused. Market targeting is merely the specification of the segments the organization wishes to pursue. Once the manager has selected the target markets, the organization must decide which marketing strategies to employ.

Two frequently used market targeting approaches are differential marketing and concentrated marketing. In a differentiated marketing approach, the organization simultaneously pursues several different market segments, usually with a unique marketing strategy for each.

In a concentrated approach, the organization focuses on a single market segment. An extreme case would be one in which an organization marketed a single product offering to a single market segment. More commonly, an organization will offer one or more product lines to a single segment.

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