How Target Marketing is Performed

Changes in marketing concepts and practices due to the marketing activities that have become more diverse involving several functional areas and several external factors, for example, globalization, technology, fierce competition and complexity in customer demand (Gok & Hacioglu, 2009). As a result of the increasing in diversity of marketing activities had made marketing, which is the process of communicating the values between products or services products and consumer, to be difficult. In order to overcome the constraints caused by diversity, target marketing, which is the target aimed by a respective organization that is believed to be its prospective market with marketing messages, is getting important. Target marketing can be performed through several processes of identification. The identification processes involved identification of market segmentation, market targeting and market positioning.

The identification process starts with identification of market segmentation, which is getting important in target marketing as it will ease the marketer to select potential consumer based on their choices of purchases and the nature of the respective industry, will help in focusing the market into several segments, such as business process outsourcing, communication sector, Do-It-Yourself sector, fast-moving consumer goods, financial services sector, hospitality sectors, health and life sciences, information and communication technology and recruitment process outsourcing (Sun, 2009). Since market segmentation is getting important from time to time, steps of how market segmentation gains its validity should be understood and analyzed. In order for it to be validated, there are 2 grounds, such as validation of segmentation and supe...

... middle of paper ...

... (Hearst Newspapers LLC) Retrieved from Chron.com: http://smallbusiness.chron.com/difference-between-mass-marketing-differentiated-marketing-20773.html

Parinello, A. (2010). Selling to VITO (3rd ed.). MA: Adams Media.

Pitta, D. A. (1998). Marketing One-to-one and Its Dependence on Knowledge Discovery in Databass. Journal of Consumer Marketing, 15, 468-469.

Qian, X., & Fu, C. (2009). Study on Mass Customization for Knowledge Production and its Operation Mode. iBusiness, 1(1), 1-6.

Solomon, M. R. (2013). Consumer Behavior: Buying, Having and Being (9th ed.). NY: Pearson Education Inc.

Sun, S. (2009). An Analysis on the Conditions and Methods of Market Segmentation. International Journal of Business and Management, 4(2), 67-85.

Underhill, P. (2009). I'll Have What She's Having: Mirror Neurons at Work. In M. Lindstorm, Buyology (pp. 22-27). New York: Doubleday Pte. Ltd.