We will now focus on one special category of products:
Jolly Cooperative Extension Specialist, Department of Agricultural Economics, University of California, Davis Modern marketers have increasingly moved away from directing their products to an undifferentiated mass market. A few products, such as table salt, are perceived as substantially homogeneous and, as a result, marketers of table salt aim their efforts at a total market.
However, even when marketers aim at a total market, they often attempt to differentiate their products through advertising and promotion.
But consumer perceptions and preferences differ markedly among age, income, occupational, cultural, and lifestyle components of the consumer population.
As a consequence, marketers have developed, and successfully utilize, a strategy of market segmentation-subdividing the mass consumer market into smaller identifiable groups with relatively similar product needs. The design of a potentially successful marketing mix-the product, prices, promotion and distribution channels-is then matched to each identified market segment Smith It is more cost effective to design a marketing mix that meets the needs of a specific market segment than to aim at the broad undifferentiated market, as it allows the marketing effort to focus on meeting the needs of that market segment.
This approach is referred to as a concentration strategy. Some firms and industries utilize a multi-segment strategy-varying products, prices, promotion methods, and distribution channels to reach more than one market segment.
The food industry increasingly markets a wide variety of products to exploit differences in demand among various consumer groups. Products vary by size, degree of maturity, type of processing, packaging, and prices.
These products are also promoted and distributed in different ways. Actually, what conceptually distinguishes organic food from conventionally produced is the method of production.
Organic matter-or humus-is the living part of the soil. In that moist, woodsy part of the soil exist the uncountable billions of bacteria, fungi and other minute organisms which give soil remarkable powers to feed tremendous amounts of minerals, and other nutrients to plant roots.
When American land was virgin, before the days of commercial agriculture, our soil contained a significant amount of organic matter. Each growing season a small amount was consumed by plants, then in the fall as leaves fell and annual plants died, the humus was built up again.
Insects, earthworms and other small animals burrowed in the soil, sometimes carrying the humus to depths of several feet.
The past years of large-scale farming have depleted soil organic matter. Now, many soils contain less than 1 percent humus. Manure is spread on fields less often, and the stalks or other waste portions of plants are often removed from the land. Many soils are therefore less alive than they used to be, and the crops they produce are less healthy and sometimes are lower in nutritional value.
A steadily growing number of gardeners and farmers are working to restore the organic quality of the soil. Thus, we see that organically grown foods emphasize principally a production regime that relies on high organic content in the soil. The phrase natural food, less widely used, helps us tell the difference between good and bad types of the same food.
Honey, especially the raw kind, is a natural food, while refined sugar is not. A fresh fruit salad is natural, while the canned, sugared kind is not. Organically grown food is the most precise term of all, referring specifically to food that has been grown on a certain kind of farm, using special methods.
No chemical fertilizers are used in growing organic food.How to Narrow Your Target Market That means you can't be afraid to exclude certain types of consumer from your marketing or to target your advertising at small groups.
people will pay the. Coca Cola targeting and positioning Targeting. Segmentation enables Brands to define the appropriate products for different kind of customers.
Coca Cola doesn’t target a specific segment but adapt its marketing strategy by developing new products. Finally, Coca Cola consider each customer as a target and a potential consumer. All age. Wildcard Certificates.
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All Rights Reserved. A specific group of consumers at which a company aims its products and services - Entrepreneur Small Business Encyclopedia.
Marvell offers a broad portfolio of products ranging from embedded processors, switches, microcontrollers, PHY transceivers, storage and wireless solutions designed to transform the enterprise, cloud, automotive, industrial, and consumer markets.
A target market is a group of people considered likely to buy a product or service and that has been selected by an organisation as the the focus of its marketing activities.
A target market consists of customers that share similar characteristics, such as age, location, income and lifestyle.