Instead of a broad approach to marketing, management crafts a specific image that is more likely to be memorable and specific. This can also help create product differentiation by communicating specifically how a company is different from its competitors. Market segmentation gives a company the opportunity to pinpoint the exact message they way to convey to the market and to competitors. In addition, market segmentation increases the probability that you land the right client that fits your product line and demographic. More direct, personal marketing approaches may resonate with customers and foster a sense of inclusion, community, and a sense of belonging. Marketing segmentation increases the opportunity for consumers to build long-term relationships with a company. This may also have an indirect effect of causing better customer experiences with the company. Because this message is directed at a target audience, a company's branding and messaging is more likely to be very intentional. Once the market segment is identified, management must then consider what message to craft. Marketing segment forces management to consider how it wants to be perceived by a specific group of people. Instead of trying to promote products to the entire market, marketing segmentation allows a focused, precise approach that often costs less compared to a broad reach approach. Marketing segmentation allows management to focus on certain demographics or customers.
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