Geoff Fripp, Author at

Why Use Concentrated Target Marketing?

While concentrated target market strategy may appear to be the "poor relation" when it comes to developing a targeting strategy, there are multiple advantages for a company who chooses to pursue ONE target market only = adopting a "concentrated target market strategy", by concentrating on a single market segment.

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How Concentrated Marketing Differs

There are differences between concentrated marketing, niche marketing, and mass marketing, although the terms are often interchanged.

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How Can Concentrated Marketers Grow ?

There is a misconception that concentrated marketing will limit growth. However, while the set of consumers targeted is limited to a single target market, that does not restrict growth opportunities for the firm.

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What is Concentrated Marketing?

Concentrated marketing is a target marketing strategy where the company chooses to “concentrate” on a single target market only.

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Understanding Benefit Segmentation

What is benefit segmentation? It is splitting up the market based upon the key benefits sought by consumers. Find out more...

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Understanding Demographic Segmentation

Demographic segmentation is a common approach, but needs to be used with care – find out more about demographic segmentation and how to use it.

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Understanding Psychographic Segmentation

Psychographic segmentation , also known as lifestyle segmentation, is one of the four main segmentation bases used in segmenting consumer markets - find out more!

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Difference between Behavioral and Psychographic Segmentation

Marketing students often confuse the difference between behavioral and psychographic segmentation. The reason is the word “behavioral” – as it suggests how consumers behave, so how can that be different to their psychographic equal lifestyle behavior?

Good question, so let’s explore the differences in this article.…

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Understanding the STDP Process in Marketing

When you delve into marketing strategies, you'll often encounter the STP process—Segmentation, Targeting, and Positioning. However, depending on the marketing textbook you're referencing, this process might also be expanded to STDP, which includes an additional step: Differentiation.

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A Step-by-Step Guide to Building Segment Profiles

This article explains how to build segment profiles using Excel, with a free segmentation tree and segment profiling Excel template is available for free download on this site along with simple video instructions on how to use.

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