Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 14 стр.

      Developing a Marketing Strategy                                           appeal to varied tastes, needs, and desires. Identifying a target market is
                                                                                a very important marketing function.
       To implement the marketing concept, a business needs to develop
                                                                                       In a total-market approach, a marketer tries to appeal to the en-
and maintain a marketing strategy, the plan of action for using the
                                                                                tire market and assumes that all buyers have similar needs and wants.
firm’s resources and advantages to meet its objectives. A marketing
                                                                                Sellers of salt, sugar, and many agricultural products use a total-market
strategy consists of two major steps: selecting a target market and de-
                                                                                approach because everyone is a potential consumer of these products.
veloping, pricing, promoting, and distributing a product to that target
market.
                                                                                       Market segmentation. Market segmentation is the process of
                                                                                dividing the total market into groups of people with relatively similar
                       Selecting a Target Market
                                                                                product needs. A market segment is a collection of individuals, groups,
       A market is a group of people who have a need, purchasing                or organizations that share at least one characteristic and have rela-
power, and the desire and authority to spend money on goods, services,          tively similar product needs and desires. Companies use market seg-
and ideas. Anytime a specific market can be delineated, the potential           mentation to zero in on specific target markets so that they can develop
for a target market exists. A target market is a group of buyers for            a satisfactory marketing strategy. Two common approaches to segment-
whom the organization tailors a marketing strategy; it is a group of            ing markets are the concentration approach and the multi-segment ap-
consumers on whose needs and wants the organization wishes to focus.            proach.
IBM, for example, markets its PS/1 line of personal computers to a tar-                In the concentration approach, a marketer directs one marketing
get market that includes families in which members bring work home              strategy toward a single market segment. The concentration approach
from the office. Tandy, on the other hand, targets its 1000RL computer          allows a firm to specialize, focusing all its efforts on one market seg-
at computer novices who want a household appliance for developing               ment. A firm can generate a large sales volume by penetrating a single
grocery lists, balancing checkbooks, and helping their children with            market segment deeply. Johnson Product, Inc., for example, targets its
schoolwork. The 1000RL provides more programming and operating                  hair-care products to black consumers; Goya Foods, Inc., targets its ice
assistance for novices than does the PS/1, which is targeted to more            cream products to Hispanics by providing flavors they desire. The con-
computer-literate users.                                                        centration approach may be especially effective when a firm can iden-
       When choosing a target market, a firm first evaluates its own re-        tify and develop products for a particular segment ignored by other
sources and unique abilities. After analyzing potential sales, costs, and       companies in the industry.
profits, it identifies an appropriate target market. Actions taken to satisfy          In the multi-segment approach, the marketer aims its marketing
the needs of the target market must be consistent with the organization’s       efforts at two or more segments, developing a marketing strategy for
overall objectives. Obviously, in selecting a target market, market size        each. Many firms use a multicultural approach that includes different
and the number of competitors already serving the market are prime              advertising messages and promotional efforts for different segments.
considerations.                                                                 The Gitano Group, for example, uses one set of television and print ad-
       Marketing managers may define a target market as a relatively            vertisements for its blue jeans to target teenaged girls and another set –
small number of people, or they may define it as the total market. For          featuring movie stars – to appeal to older women. The company also
example, Rolls Royce aims its products at a small, very exclusive, high-        uses different advertising to target men, boys, and families.
income market – people who want the ultimate in prestige in an auto-                   Companies also develop product variations to appeal to different
mobile. General Motors, on the other hand, manufactures vehicles rang-          market segments. The manufacturer of Raleigh bicycles uses a multi-
ing from Chevrolet Sprints to GMC trucks to Cadillacs in an attempt to          segment approach and has designed separate marketing strategies for

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