Mass Marketing vs.

Target Marketing
& Market Segmentation
________________________ _________________________________ is a marketing strategy in
which a firm decides to ignore market segment differences and go after the
whole market with one offer. It is the type of marketing of a product to a wide
audience. The idea is to broadcast a message that will reach the largest
number of people possible. Traditionally mass marketing has focused on
radio, television, and newspapers as the medium used to reach this broad
audience.

_____________________________________________________ is a marketing strategy which

involves dividing a broad target market into subsets of consumers, businesses,
or countries who have, or are perceived to have, common needs, interests, and
priorities, and then designing and implementing strategies to target them.
Market segmentation strategies are generally used to identify and further
define the target customers, and provide supporting data for marketing plan
elements such as positioning to achieve certain marketing plan objectives.
Businesses may develop product differentiation strategies, or an
undifferentiated approach, involving specific products or product lines
depending on the specific demand and attributes of the target segment.

____________________________ _______________________________ - is a group of customers

a business has decided to aim its marketing efforts and ultimately its
merchandise towards.[1] A well-defined target market is the first element of a
marketing strategy. Product, price, promotion, and place are the four elements
of a marketing mix strategy that determine the success of a product or service
in the marketplace.

Target markets can be separated by the following aspects:

__________________________________ __________________________________ is when a

business divides its market on the basis of geography. There are several ways
that a market can be geographically segmented. You can divide your market
by geographical areas, such as by city, county, state, region, (like the West
Coast), country, or international region, (like Asia). You can also divide the
market into rural, suburban, and urban market segments. And, you can
segment a market by climate or total population in each area.

For example, a company that sells snow tires will sell their product in areas
which get considerable snow each winter. Another example is that certain
foods have very specific geographic interest in the U.S. Grits, for instance, are
common in the South and Southeast regions.

Furthermore, the following are some examples of geographic variables often

used in segmentation.

 ________________________________________: by continent, country, state, or even

neighborhood
 ________________________________________________________: segmented according
to size of population
 ____________________________________________________: often classified as urban,
suburban, or rural
 __________________________________: according to weather patterns common
to certain geographic regions

__________________________________ __________________________________ - is market

segmentation according to age, race, religion, gender, family size, ethnicity,
income, and education. Considering the specific demographics of a company’s
target market can greatly help them target its consumers more accurately and
effectively.

For example, pharmaceutical companies that sell prescription medication for

the elderly might advertise in Reader’s Digest which is a magazine that older
individuals read. Another example might be, a cereal company making their
cereal boxes colorful with cartoon characters and a mystery toy hidden inside
to attract children. Do you ever notice that kid’s cereals are often located on
the bottom two rows in a grocery store…..because that makes the boxes eye
level with children as they walk through down the aisle.
__________________________________ __________________________________ is sometimes
called lifestyle, is measured by studying the activities, interests, attitudes,
values, and opinions of customers. It considers how people spend their
leisure, and which external influences they are most responsive to and
influenced by. Psychographics are very important to segmentation, because
psychographics identify the personal activities and targeted lifestyle the
target subject endures, or the image they are attempting to project.

For example, BMW is famous for their television commercials which show the
driver on the BMW is attractive, tan, and athletic wearing expensive clothes,
sporting a Rolex watch, and pick up a very attractive significant other….this
suggests to the viewer that if you buy a BMW you will have all of these things
in your lifestyle.
In another example, Volvo, a car maker often suggests their automobiles are
very safe and will protect your family members…so parents who value the
safety of their children might buy a Volvo.
One more example, The Helping Hands Foundation tries to raise money for
their “Saving Dogs One at a Time” campaign by showing very sick looking dogs
in the commercial with Sara McLachlan singing a sad song and asking viewers
to help by making a financial donations. The type of appeal plays to most
people’s idea of morals and values to do the right thing.

_____________________________________ ___________________________________ is market

segmentation based on special events, celebrations, holidays, or dates.

For example, a gift store increases the number of teddy bears and rose related
items as Valentine’s Day grows near.

Another example, a supermarket advertises a frequent buyer program to

receive a free turkey if you spend over $500 on groceries during the combined
months of October and November. This appeals to individuals who enjoy
getting free items and who serve turkey on Thanksgiving….this includes just
about all adults.
One more example, Toys R Us begins running a special sale on Play Station
Consoles the last week in November to correspond with the beginning of
Christmas.