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In Marketing and Applied Selling, segmentation and targeting are the two aspects that are focused in general. Both of these aspects play a vital role in the process of market research, especially in the connection of finding out about the customer itself.
In definition, segmentation can be defined as the process of
dividing the market into smaller segments or parts in accordance to the
customers’ similar characteristics and behavior, determining which segment the company
should focus and provide service to. Segmentation is important to find out and
manage for more focused human resources to be allocated to, as a base to
determine strategies, tactics and value also as a key factor to compete with
the competitors.
After segmentation is being conducted, the next step is to
create a more focused one i.e. targeting. Targeting can be defined as the
process of evaluating each market segment’s attractiveness and selecting one or
more segments to enter. In this case, several parts that need to be focused on
include market growth, market size, competitive advantage of the products or
services and the competitive situation.
In a business mapping, segmentation and targeting are the two
most focused parts at the beginning process before going more to the product or
service’s positioning and strategy fitting. This is due to the need to find out
who the customers are and whether the strategies being planned before can fit
in the criteria. As to lead the customer credibly, proper knowledge and
targeting needs to be done as to bring about a positive output in the end.
For more details on Applied Selling, please contact:
KIRTI PARKASH
+62 21 8378 3288
kirti.parkash@frontlinerinc.com
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