Definition




A target market is a group of customers (individuals, households or organisations), for which an organisation designs, implements and maintains a marketing mix suitable for the needs and preferences of that group.

Target marketing goes against the grain of mass marketing. It involves identifying and selecting specific segments for special attention. Targeting, or the selection of a target market, is just one of the many decisions made by marketers and business analysts during the segmentation process.

Examples of target markets used in practice include:

  • Rolls-Royce (motor vehicles): wealthy individuals who are looking for the ultimate in prestige and luxury
  • Dooney and Bourke handbags: teenage girls and young women under 35 years

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