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Target Groups - Coggle Diagram

- - - - select the most attractive target groups
        
        Structural attractiveness of a segment
        
        Potential growth and profitability of segments are the first important conditions a marketer should evaluate for each segment.
        
        Objectives and budgets of a company
        
        Size and growth of segments
        
        Stability of market segments
  - - - A company concentrates on one product and sells it to different market segments. For instance, a company can sell microscopes to companies, hospitals, universities, schools, labs, etc.
    - - A company concentrates on one market segment and sells different products to that group of customers, e.g. a company selling microscopes, oscilloscopes, etc. to hospitals.
    - - A company chooses a number of segments that look attractive. There is no synergy between the segments, but every segment looks pro table.
    - - A company tries to target all customer groups with all the products they need. For instance, General Motors makes cars, four-wheel-drive cars, vans, agricultural machines, etc.
    - - A company chooses one segment (one product for one market) and develops a marketing mix for that segment.
- - - - Extreme positioning on one bene t will reduce the number of interested consumers
    - - Inconsistent communications or an inconsistent choice of distribution channels would give a customer a confused image of a company or brand.
    - - A company fails to make a clear differentiation with competitors
- - - - The promotional mix may differ depending on the different target markets a company is focusing on
  - - - Positioning attempts to claim exclusive ‘ownership’ of a bene t in the mind of the customer which differentiates it from the competition.
- - - - Consumer behaviour and buying patterns o en denote cultural differences and therefore the place where consumers live may require other marketing mix approaches.
  - - - They are less diffIcult to measure than others.