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We all know that, when all the consumers of the product are taken together, it makes up the market for that product. But this is also true all the consumers are not the same. Therefore, the consumers may differ in:
With this, we can conclude that the market for the product is heterogeneous in nature. So, the marketers can divide the entire market into submarkets. These sub-markets are homogeneous. In this write-up, we will discuss the difference between segmentation and targeting. Content: Segmentation Vs Targeting
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Definition of SegmentationSegmentation implies splitting the heterogeneous market into relatively distinct homogeneous sub-market. To divide the market, specific criteria form the base. These groups possess consumers, having common characteristics. The characteristics include age, income, sex, personality traits, or behavior. It aims at determining the consumer groups whose needs can be fulfilled with one common product. Above all, it ensures the concentration of the efforts of the firm in an effective and economical manner. This helps in tapping the market in a better manner. Besides, it also helps in optimizing products and advertising them to consumer groups. What is Market Segment?Market Segment is that part of the entire market, wherein the consumers have one or more things in common. And due to this reason, their product needs are the same. It is a strategic marketing tool. This is used to determine the market and also to allocate resources. Important: The concept of segmentation was coined by Smith in the year 1957. Assumptions of Market Segmentation
Requirements of Effective Segmentation
Also Read: Difference Between Traditional Marketing and Digital Marketing Definition of TargetingAfter the creation of different segments, managers decide which segment is best to target. For the purpose of targeting the company takes into account its ultimate objectives. In practice, managers go for that segment that is highly profitable. But, the firm can also aim for that segment that is less likely to attract competitors. In other words, targeting is the process of choosing one segment, of all the segments, to aim for. There are three strategic options are available to the marketers which are:
The marketer’s decision about the adoption of strategy depends on these factors:
Targeting StrategiesStandardization: Differentiation: Focus: Also Read:
Difference Between Product Marketing and Service Marketing The points listed below explain the difference between segmentation and targeting:
Bases for Market SegmentationThere are two approaches for segmentation of the market: People-Oriented ApproachHere the segmentation relies on consumer characteristics. The bases can be:
Product-Oriented ApproachHere, market segmentation depends on product characteristics. Also known as consumer response segmentation or behavioral segmentation. The bases are:
ConclusionAbove all, market segmentation deals with fragmenting consumers based on their needs. But, targeting is all about selecting a segment of all the segments, to aim for. When the market is divided into homogeneous groups it is called as?This division of the whole market into relatively homogenous groups is called market segmentation. A market segment consists of people or organizations sharing with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function.
What is the name given for dividing heterogeneous market to homogeneous groups?Market segmentation aims to divide the entire heterogeneous market into homogeneous subgroups which can then be selectively targeted. The segments can be formed using different criteria, but should always be designed in a way that the customers within a segment show similar reactions to marketing measures.
What is the market divided by location?Geographic segmentation divides a target market by location so marketers can better serve customers in a particular area.
What is homogeneity market segmentation?Types of segmentation include homogeneity, which looks at a segment's common needs, distinction, which looks at how the particular group stands apart from others, and reaction, or how certain groups respond to the market.
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