Discussion 2 Week 3.docx - The different levels of market...

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The different levels of market segmentation consist of mass marketing, segment marketing, niche marketing, and customized marketing. Mass marketing allows a company to market to all consumers, segment marketing markets to different targets at the same time, niche marketing markets to a select number of consumers, and customized marketing is geared to individual consumers. Manufacturers of personal computers could implement segment marketing to attract both the Gen Y and baby boomer generation to increase their purchases of computers. “Matching marketing mix decisions to the preferences of targeted segments generally improves the fit between the brand and consumers' needs, thereby providing higher levels of customer satisfaction” (Finch, 2012, sec. 6.2). Segment marketing allows a company to target more than one type of consumer but still have the ability to customize the strategy to cover the different market types and what aspects would draw them in to make the purchase. The company could also choose to create separate strategies for each target, this can be accomplished using
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  • Summer '18
  • Marketing, Generation Y, finch, segment marketing

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