4.6 : אסטרטגיות מיקוד

The Targeting phase in STP involves selecting a specific market segment for marketing.

Businesses employ diverse targeting strategies, considering factors like the type of product, company resources, and target market characteristics.

Undifferentiated Targeting, or Mass Marketing, applies to products with universal appeal, like M&Ms, or basic commodities such as salt and sugar. It aims to reach a broad audience without segmenting the market.

Differentiated Targeting, or Segmented Marketing, tailors the marketing mix to different segments. Though resource-intensive, it helps capture a larger market. For example, Samsung Mobile offers various models to cater to diverse customer preferences.

Concentrated Targeting, or Niche Marketing, involves an exclusive marketing mix for a specific market segment. It suits companies focusing on niche markets, like Lefty's products for left-handed individuals.

Micromarketing, or Customized Marketing, tailors products and marketing to specific individuals or locations, as seen with a real estate company selling customized homes.

A successful targeting strategy aligns with the company's objectives, aids resource allocation, and enables effective reach and satisfaction in the chosen market segments.