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      Target marketing refers to the determination of particular sub set of consumers that have been determined to be of interest for particular products and or services. The determination of particular target group for marketing purposes may depends on factors such as previous purchases, expression of interest in some form including electronic or traditional modes , or simply a matter of behavioral research.

      Target marketing occurs by starting a segmentation process i.e. Market Segmentation which will eventually lead to the identification of the particular sub set of consumer and end users that are most likely to be interested in the particular product and or services. Once market segmentation has taken place, decision makers can devise the most balanced marketing tools to reach and inform the end users of the benefits of their product or services.

      There are certainly other additional and logical benefits to target marketing as well as market segmentation including potential for greater customer satisfaction. For all intents and purposes it is logical to assume that marketing to those that are already interested or have the tendency to be interested in particular purchase, a great deal of potential factors that may lead to dissatisfaction are eliminated. The logic behind this assumption is rather simple: an end user who has been determined to be interested in particular product may have some preliminary knowledge that would diminish superficial reasons for complaints and or disappointment. Additionally, target segmentation and target marketing may result in repeat purchases by those targeted individual that are already familiar with the given products and service, hence diminishing the possibility of novice complaints.

      Clearly, such assumptions may not hold for all products and services. Many times there may be changes to existing products and services that are even unfamiliar to previous users. Similarly, because of the technological advances and the sheer speed and availability of data and information may lead to assumptions by end users that may turn to dissatisfaction.

      Ultimately, though it is logical to assume that target segmentation and target marketing has the potential to create a more favorable environment to achieve a greater overall satisfaction, it does not guarantee it.

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