Market Segmentation of Marketing Strategy Objectives, Briefly Describe the Three Marketing Strategie

Wang Yi talks about marketing |Market segmentation strategy.

The company's target market strategy includes:

1. Non-differentiation strategy. Do not carry out market segmentation, take the whole market as a large target market, and treat the entire market with a product and a unified marketing mix. This model has the advantage of cost economy. But it is not suitable for most products.

2. Differentiated marketing strategy. On the basis of target market segmentation, select some market segments as the target market according to the resources and marketing strength of the enterprise, and formulate different marketing mix strategies for each target market.

The advantage is that it can meet the needs of customer groups with different characteristics in a targeted manner, but it will lead to a significant increase in marketing expenses.

3. Centralized market strategy. On the basis of market segmentation, only one or a few market segments are selected as the target market, and strive to obtain a larger market share in a few fewer markets. The advantage is that it is suitable for small businesses with weak resources, but with a greater concentration risk.

1. Undifferentiated strategy - take the entire market as the target market and formulate a unified marketing strategy. It is conducive to standardization and large-scale production, so as to reduce the cost of research and development, production, storage, transportation, etc., and can obtain market competitive advantage at low cost.

2. Differentiation strategy - first market segmentation, select all or multiple sub-markets as the target market, and formulate different marketing strategies. It is conducive to improving the competitiveness of products and increasing market share; In addition, it is also conducive to building the awareness of the enterprise and the brand.

3. Concentration strategy - first segment the market, select one or a few sub-markets as the target market, and formulate targeted marketing strategies. It can quickly develop marketable products, establish and strengthen the image of enterprises and products, and is also conducive to reducing production costs, saving marketing expenses, and increasing corporate profitability.

1. Undifferentiated marketing (undifferentiated targeting strategy) The advantage of undifferentiated marketing is that due to the single product, it is conducive to standardization and large-scale production, thereby reducing research and development, production, storage, transportation, and development. 2. Differentiated targeting strategy Enterprises launch different products and implement different marketing plans for different sub-markets to meet the needs of each sub-market to the greatest extent. 3. Concentrated targeting strategy Enterprises concentrate all their resources and strength, and take one or a few sub-markets with similar properties as the target market for professional operation.

4. Custom marketing strategy If the market segmentation is maximized, each customer is a unique market segment. Due to the rapid development of modern information technology and modern manufacturing.

There are three types: (1) non-selective marketing strategy, that is, to attract all consumers with one product and one set of marketing plans.

2) Selective marketing strategy, that is, according to the needs of each market segment, enterprises design different products and adopt different marketing plans to meet the different needs of each market segment.

3) Concentrated market strategy, that is, enterprises choose one or a few sub-markets as the target market, formulate a set of marketing plans, concentrate on serving them, and strive to occupy a large share in these target markets.

1. No difference strategy.

Take the entire market as the target market and develop a unified marketing strategy.

Differentiation strategies.

Start by segmenting the market, selecting all or multiple sub-markets as the target market, and developing different marketing strategies respectively.

Centralization strategy.

First, subdivide the market, select one or a few sub-markets as the target market, and develop a targeted marketing strategy.

Marketing strategy mainly includes channels, products, and related strategies, which are the most basic content of marketing strategy.

Target market. There are 5 types of selection strategies:

1. Market concentration Enterprises choose a market segment and concentrate on serving it. Smaller businesses generally do this specifically to fill a certain segment of the market.

Centralized marketing enables enterprises to deeply understand the demand characteristics of the market segment, and adopt targeted products, channels, and strategies, so as to obtain a strong market position and a good reputation. But at the same time, it also implies greater business risks.

2. Product specialization Enterprises concentrate on the production of one product and sell this product to all customers. For example, clothing manufacturers sell high-end clothing to young, middle-aged and elderly consumers, and enterprises provide different kinds of high-end clothing products and services to different customers, but do not produce other grades of clothing that consumers need.

In this way, companies have a high reputation for high-end clothing products, but once there is a substitute for other brands or a shift in consumer preferences, the company will face a huge threat.

3. Market specialization Enterprises specialize in serving a specific customer group and try their best to meet their various needs. For example, companies specialize in providing various grades of clothing for elderly consumers. Businesses that specialize in serving this customer base can build a good reputation.

However, once the demand potential and characteristics of this customer group change suddenly, the company has to take a greater risk.

4. Selective specialization Enterprises choose several market segments, each of which has a certain attraction to the company's goals and resource utilization. But there is little or no connection between the segments. This strategy diversifies the risk of doing business, and even if one segment loses its appeal, the company can still make a profit in the others.

5. Complete market coverage Enterprises strive to meet the needs of various customer groups with various products, that is, to take all market segments as the target market, such as the clothing manufacturers in the above example to provide customers of different ages with various grades of clothing.

This strategy is generally only available to large and powerful enterprises. For example, IBM in the computer market, Coca-Cola.

Develop a wide range of products in the beverage market to meet various consumer needs.

The target is to respect the marketing strategy, whether there is a differentiated marketing strategy, a differentiated marketing strategy, and a centralized marketing strategy.

1. Non-differentiated marketing strategy.

1.The advantage is the economy of cost. Large-scale production and sales will inevitably reduce the cost of unit products; Undifferentiated advertising can reduce costs; There is no need for market segmentation, and the costs of market research, product research and development, and the development of a variety of marketing strategies and tactical plans are correspondingly reduced.

2.The disadvantage is that the undifferentiated market strategy is not suitable for the vast majority of products on the market. Because the fundamental aspects of consumer demand preferences have extremely complex layers.

It is rare for a certain product or brand to be generally welcomed by the market. Even if you can win a certain market for a while, if competitors imitate it in this way, it will cause competition in one aspect of the market to be very fierce, while the needs of other aspects are not satisfied.

2. Differentiated marketing strategy.

1.The biggest advantage of adopting a differentiated market strategy is that it can meet the needs of customer groups with different characteristics and improve the competitiveness of products. But differentiated marketing strategies are not flawless.

Due to the expansion and diversification of product varieties, sales channels, and advertising, marketing expenses have increased significantly. Therefore, the advantages of the undifferentiated market strategy basically become the disadvantage of the differentiated market strategy.

2.The downside is that the strategy drives up costs and sales without guaranteeing market benefits. Because of this, companies need to do it in market efficiency"Reverse fine"or"Expand your customer base"。This idea is fully reflected in the global market segmentation strategy.

3. Centralized marketing strategy.

1.The advantage is that the target is concentrated, which can greatly save the marketing expenses of the enterprise and increase profits, and due to the specialization of production and sales channels and the first class, it can also better meet the needs of this part of the specific consumers, so that the enterprise can achieve a superior market position in one or several markets.

2.The disadvantage of this strategy is that the operator takes a lot of risk, and if there is a sudden change in the demand situation of the target market, a sudden shift in the interest of the target consumer (which is often the case with fashionable and trendy products), or a stronger competitor in the market, the company may be in trouble.

Summary. The market is one of the many systems, institutions, procedures, legal reinforcements and infrastructures in which parties participate in the exchange, although parties can exchange goods and services through barter, most markets rely on the seller to provide goods or services (including labor) in exchange for the buyer's money, it can be said that the market is the process by which goods and services are established <>

What are the different types of target marketing strategies?

Hello, I'm glad to answer for you! What are the different types of target marketing strategies? It is a multi-angled, integrated and intensive strategy, and the specific content of different types is different, and the ultimate goal is to help enterprises achieve the expected economic goals, and at the same time help to carry out better market planning and future design <>

The market is one of the many systems, institutions, procedures, legal reinforcements and infrastructures in which the parties participate in the exchange, and although the parties can barter goods and services, most markets rely on the seller to provide goods or services (including labor) in exchange for the buyer's money, so to speak, the market is the <> of the process by which goods and services are established

The core of a modern corporate marketing strategy is divided into three parts: market segmentation, selection of target markets, and market positioning.

1. Market segmentation is the process of distinguishing customer groups with different needs according to the company's own conditions and marketing objectives, based on certain characteristics or variables of customer needs.

Market segmentation is conducive to discovering market opportunities, selecting target markets, formulating marketing strategies, improving corporate competitiveness, and enhancing customer loyalty.

Second, the target market is the segmented market that the company intends to enter, or the customer group that it intends to meet and has a certain demand.

There are five modes of target market selection: 1. Market concentration 2, product specialization 3, market specialization 4, selection specialization 5, and market comprehensiveness.

Third, market positioning is to shape the position of a product in the market segment.

The steps of market positioning are divided into three steps: 1. Identify potential competitive advantages 2. Positioning the core competitive advantages of the enterprise 3. Develop strategies to exert core competitive advantages.