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Session 6
Who’s the target audience?
Purpose of this presentation
This presentation introduces you to the concepts of:
market segmentation
target marketing
Networks.
Target market
‘Target marketing’ means that the seller
identifies a particular market and develops
products and services tailored to meet their
specific needs.
geographic
demographic
psychographic.
Non-personal networks
Why might promotional activities to sell Mercedes
might be better by:
Promoting cars through Vogue magazine than Woman’s
Day.
Using a data management system to automatically forward
emails to past clients rather than selling at auction.
Placing an advertisement on brand quality rather than
using a pamphlet letter drop in a low socio-economic area.
Undertaking promotional activities through polo clubs
rather than football clubs.
The next steps
What do you have to do now?