Contents
Unit 2: Marketing
Module objectives
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Objectives
Marketing Campaign Activities
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Marketing Campaign Activities
Choosing Aims and Objectives
SWOT Analysis
PESTLE Analysis
PlantSea Case Study
Determining a Target Market
Finding Competitors
The Marketing Mix
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The Marketing Mix
The Product
Case Study – Branding
Price – Pricing Strategies
Promotion
Corporate Image Case Study
Place
Extended Marketing Mix
The Marketing Campaign
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The Marketing Campaign
Appropriateness of the Marketing Campaign
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Appropriateness of the Marketing Campaign
Module 3: Developing and Planning a Marketing Campaign

Determining a Target Market

 

As previously stated, market research enables you to find out more about the market and determine the target market for your product and also for your marketing campaign.

The better you know your target market, the better you will be able to ensure that your message reaches it.

Your target market can be individual customers or business customers. For example, Admiral sells insurance to private customers like you and me but it also sells insurance to businesses. Some businesses only sell to other businesses, e.g. a train construction company.

Marchnad

The way businesses market to a business to business (B2B) market will be different to how they sell to personal customers (B2C).

Businesses will want to know as much as possible about their ideal customers, including their interests, what TV programmes they watch, where they shop. This is how they can build a lifestyle profile of their ideal customer. They can then set about creating a marketing campaign that will reach and appeal to those specific customers.

Click on the link to see more about lifestyle profiling:
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