publication . Article . 2014

Focusing Marketing Strategy with Segmentation

TANASE, George Cosmin;
Open Access
  • Published: 01 Jan 2014 Journal: Romanian Distribution Committee Magazine Volume 5 Issue 3, volume 5, issue 3 09, pages 26-29
Abstract
A manager who develops an understanding of the needs and characteristics of specific groups of target customers within the broader market may see new, breakthrough opportunities. But it’s not always obvious how to identify the real needs of a target market—or the marketing mix that those customers will see as different from, and better than, what is available from a competitor. Identifying a company’s market is an important but sticky issue. In general, a market is a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods or services—that is, ways of satisfying those needs. However, withi...
Subjects
free text keywords: Market Segmentation, Segmenters, Target, Customer Type, Demographic Characteristics, Product-Market, Generic Needs, Opportunities, jel:L81, jel:M31

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