Target atractiveness Target compatibility Segmentatio
Ability of a given segment to deliver superior value to Company’s ability to fulfill the needs of target customers Differenti
better than the competition. by focusin
the company. Agglomer
Monetary value: Resource advantage principle: To create a superior focusing o
Customer revenues involve money received from offering, the company must have superior resources relative Idiosyncra
to the competition. unique nee
customers for the right to own and use a (homogen
company’s offering Business infrastructure (equipment)
Costs of serving target customers Collaborator networks (vertical - supply chain/horizontal-
Strategic value (non-monetary): collaborators)
Product-line (other products same company) Intellectual property
Scale value Strong brands
Communication value reflects customers’ potential Customers loyalty
to influence other buyers. Access to scarce resources
Information value reflects the worth of the Synergistic offerings are a strategic asset to the degree that
information provided by customers they facilitate customer acceptance of related company
offering
Focuses on the value defined by
customer needs and the potential
to create value for the company. Strategic targeting
Decide which customers ignore - value-based
and which not
segmentation
IDENTIFYING
Targeting TARGET
focuses on customer profile,
including factors such as age, Tactical targeting-
CUSTOMERS
gender. profile-based (idetify the
aims to identify an effective and segmentation
cost-efficient approach to
correct
communicate and deliver the segment for
offering each product)
MASS MARKETING AND
IDENTIFICATION Targeting Effectiveness and TARGETING MULTIPLE KEY CONCEPTS
PROBLEM Cost Efficiency SEGMENTS
Customer Equity: A custo
Profile:that describe these The effectiveness and cost efficiency of a Mass marketing(one-for-all least three different way
company’s targeting efforts is determined targeting ): same offering is aimed
segments and use these providing the company w
by the degree to which its actions reach at a diverse set of customers.
observable characteristics the desired target segment
Firmographics: The key
Ability of a given segment to deliver superior value to Company’s ability to fulfill the needs of target customers Differenti
better than the competition. by focusin
the company. Agglomer
Monetary value: Resource advantage principle: To create a superior focusing o
Customer revenues involve money received from offering, the company must have superior resources relative Idiosyncra
to the competition. unique nee
customers for the right to own and use a (homogen
company’s offering Business infrastructure (equipment)
Costs of serving target customers Collaborator networks (vertical - supply chain/horizontal-
Strategic value (non-monetary): collaborators)
Product-line (other products same company) Intellectual property
Scale value Strong brands
Communication value reflects customers’ potential Customers loyalty
to influence other buyers. Access to scarce resources
Information value reflects the worth of the Synergistic offerings are a strategic asset to the degree that
information provided by customers they facilitate customer acceptance of related company
offering
Focuses on the value defined by
customer needs and the potential
to create value for the company. Strategic targeting
Decide which customers ignore - value-based
and which not
segmentation
IDENTIFYING
Targeting TARGET
focuses on customer profile,
including factors such as age, Tactical targeting-
CUSTOMERS
gender. profile-based (idetify the
aims to identify an effective and segmentation
cost-efficient approach to
correct
communicate and deliver the segment for
offering each product)
MASS MARKETING AND
IDENTIFICATION Targeting Effectiveness and TARGETING MULTIPLE KEY CONCEPTS
PROBLEM Cost Efficiency SEGMENTS
Customer Equity: A custo
Profile:that describe these The effectiveness and cost efficiency of a Mass marketing(one-for-all least three different way
company’s targeting efforts is determined targeting ): same offering is aimed
segments and use these providing the company w
by the degree to which its actions reach at a diverse set of customers.
observable characteristics the desired target segment
Firmographics: The key
