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Economic criteria
We distinguish between them by looking at the level of income and the best of people.
Psychological criteria
These criteria are the hardest to measure but can be relevant in determining your target
group. This involves looking at people's interests. You can think of sports, hobbies, religi-
on or certain activities of people.
By using the above criteria, you can describe a target group. Determining the target group is
generally done by desk research. For example, you want to know how many persons or com-
panies are part of your target group. Linking numbers to data is called "quantifying". For this,
you need information from various sources. These include the Chamber of Commerce, indus-
try associations and the Central Bureau of Statistics (CBS).
An example of a target group description from the company Student Fit Care in Zwolle:
"We are targeting students who study and live in Zwolle, in an age group of 16-25 years old,
who are interested in being able to play sports at random times".
This target group is well defined and has measurable characteristics.
2.1.2 Segmentation strategies
As indicated in the previous paragraph, we divide the market into target groups. We call this
(market) segmentation. You make your own choices in this respect. In practice, there are four
different segmentation strategies. We explain them below.
Market Market Market Market
Concentrated Diferentiated strategy: Non-di erentiated Niche marketing:
strategy: Multiple target groups. strategy: Strategy focussed on
One target group. No distinction made in speci c small target
target groups. group(s).
Different segmentation strategies
Concentrated strategy
Dit betekent dat je je richt op één duidelijk omschreven doelgroep.
Example of target group:
Potential customers aged 20-50 looking for city trips.
Differentiated strategy
Here you focus on several target groups.
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