To succeed in the segment, a company or brand must exhibit some strength in serving that segment.
Examples: If a target market segment has a high degree of price sensitivity driven by low income, the marketer should have the strength of being a low cost producer so that they can offer low prices to their target customers. If a target market segment is seeking the ego gratification that comes with exclusivity, the marketer needs to have brands that are associated with that attribute. If the target market segment demands services associated with a physical product, the company needs to have the strength of being a service provider.
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