Geoff Fripp, Author at

The Challenge of Mass Marketing

Throughout the various discussions on market segmentation and targeting in this marketing study guide, it has been highlighted that mass marketing (a form of undifferentiated marketing) is a difficult challenge in today's business world.

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Differentiated or Concentrated Marketing?

A discussion of differentiated, undifferentiated and concentrated target marketing strategies, ideal for university-level marketing students.

Differentiated or Concentrated Marketing? Read in Full

Evaluating Target Markets

Everything you need to know about evaluating and selecting target markets, ideal for university-level marketing students.

Evaluating Target Markets Read in Full

Selecting Target Markets

A clear review of how firms can select target markets. designed for university-level marketing students. Includes a video summary walk-through.

Selecting Target Markets Read in Full

Reasons to Use Market Segmentation

Market segmentation is NOT just an analytical process. It is a key component of strategy. Find out why segmentation is critical to marketing.

Reasons to Use Market Segmentation Read in Full

Top-Level Segment Profile Examples

Detailed examples of segment profiles. Ideal for assignment help. It compares different segmentation approaches for the same markets - helpful insight!

Top-Level Segment Profile Examples Read in Full

Overview of Target Markets

A target market is a market segment deliberately selected by an organization to focus its marketing efforts and offerings. Firms may identify several target markets, often tailoring distinct products, services, and marketing strategies to each group.

Overview of Target Markets Read in Full

Segment Profiles

A segment profile is a descriptive summary of the size, needs, behaviors and preferences of consumers within a particular market segment, with the goal of evaluating segment attractiveness and developing suitable marketing strategies.

Segment Profiles Read in Full

Criteria for Effective Market Segmentation

The criteria for effective market segmentation helps provide quality checks and guardrails ensuring that your segments are both strategically and operationally sound.

Criteria for Effective Market Segmentation Read in Full

Main Tools Used

There are two main approaches to market segmentation in practical use. If an organization has access to sufficient market research and database information, then they can use a statistical technique known as cluster analysis. Otherwise, the marketers involved will need to divide the market based on their knowledge and understanding using what is known as a segmentation tree.

Main Tools Used Read in Full