TITLE PAGE

=)Selecting Target Markets=

=4 steps involves in selecting target market=
=)Developing the marketing mix=
=)Managing the marketing effort=
=3 Marketing management system=

<REFERENCES>
BOOK THAMES
MARKETING
TABLES OF CONTENT
 ITS DEFINITION OF TERMS
 ITS PROCESS OF INPUT
 Name:Noregen Buscato Name:Gerimie Gemzon
Email Email
address:noregenbuscato@rocketmail. address:Gerica.Gemzon@yahoo.com
com
SELECTING TARGET MARKETS

=)Process of identifying & evaluating market

opportunities normally produces many ideas.
HELENE CURTIS
=)she evaluated a number of market
opportunities & found that the “headache
pain relief ”market was one of the most
attractive opportunities.She believe that it
can work effectively vis-a-vis main actors
in the headache-remedy marketing
environment,namely,suppliers,marketing
intermidiaries,competitors,& publics.
FOUR STEPS OF SELECTING
TARGET MARKET

1.Demand measurement and forecasting

2.market segmentation

3.market targeting

4.market positioning
DEMAND MEASUREMENT &
FORECASTING
 To estimate current market size, Helene
Curtis would identify all the products selling
in this market-
BAYER,EXCEDRIN,ANACIN,BUFFERIN,TYLENOL,
& so on.
 Equally important is the future growth of the
“headache pain relief” market. This market’s
past growth rate has been strong and this will
depend on the growth rate of certain age,
income, & nationality groups because
headache-remedy usage is related to
demographic factors.
 MARKET
SEGMENTATION

=)Process of classifying customers

into groups exhibiting different
needs, characteristics, & or
behaviour.
MARKET TARGETING
 A company can choose to enter one or more
segments of a given market.
 The pain reliever market divided into 3
customer wants speedy relief, long-lasting
relief, & gentle relief. In addition there are 3
customer groups; young people, middle-age
people,& elderly people.
 5 ways to choosing to enter this market:
concentrating on a single segment, specializing
on a customer want, specializing on a customer
group,serving some unrelated segments,&
covering the entire market.
MARKET POSITIONING

 Arranging for an offer to occupy a clear,

distinctive,&desirable place in the market
and in minds of target customers.
DEVELOPING THE MARKETING
MIX
 =)is one of the major concepts in modern
marketing.
 =)is the set of controllable marketing
variables that the firm blends to produce
the response it wants in the target market.
 4 P’s known as a groups of variables:
product, price, place and promotion .
>PRODUCT stands for the “good –and-
services” combination that the company
offers to the target market.
 >PRICE stands for the amount of money that the
customer have to pay to obtain the product.

>PLACE stands for the various company activities

undertaken by the company to make the product
accessible & available to target customers.

>PROMOTION stands for the various activities

undertaken by the company to communicate the
merits of its product & to persuade target
customers to buy it.
MANAGING THE MARKETING
EFFORT
 All the work of analyzing market
opportunities ,selecting target markets,&
developing and executing the marketing mix
requires supporting marketing management
systems.
 The company needs a marketing information
system, marketing –planning system,
marketing organization system, and
marketing control system.
MARKETING –PLANNING SYSTEM
 Company needs 2 system;strategic-planning
system and a marketing-planning system...
 marketing- planning system describes the
act of planning for each individual
business,product,or brand within the
company.
 Strategic-planning system are a recent
arrival on the company planning scene it is
start assumption that the every company
consists of several businesses.
MARKETING ORGANIZATION
SYSTEM

 Are typically headed by a marketing

vice-president who performs two tasks.
 =)the company must design a marketing
organization that is capable of carrying
out the necessary marketing
work,including planning.
MARKETING CONTROL SYSTEM
 the company needs control procedures to make sure
that the marketing objectives will be achieved.
 3 TYPES OF MARKETING CONTROL;
 >ANNUAL PLAN CONTROL is the task of making
sure that the company is achieving the sales,
profits, & other goals that it established in its
annul plan.
>PROFITABILITY CONTROL companies need
to analyze periodically the actual
profitability of their different
products,customer groups,trade channels,&
other sizes.
 MARKETING
PROFITABILITY
ANALYSIS
=)is the tool used to measure the
profitability of different marketing
activities.
 MARKETING
EFFICIENCY
STUDIES
Also be undertaken to assess how
various marketing activities can be
carried on more efficiency.
 STRATEGIC
CONTROL
Consists of taking steps to evaluate
and improve the company’s overall
marketing operations and performance.
 Name:Noregen Buscato Name:Gerimie Gemzon
Email Email
address:noregenbuscato@rocketmail. address:Gerica.Gemzon@yahoo.com
com