Market Segmentation : The Target Marketing Process

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Segmenting, targeting, and positioning are some of the approaches that are used by business organizations for the purpose of building relationships with their customers. All these methods are referred to as the target marketing process. Market segmentation identifies bases for segmenting the market by developing segment profiles. Target marketing deals with the development of measures of segment attractiveness as well as selecting target segments. Market positioning on the other hand develops positioning for each segment while at the same time developing a marketing mix for each segment (Cant, 2006). Most advertisements are designed carefully to incorporate all the three elements of the target marketing process. A good example of this is the McDonald’s TV advertisement known as “My Dad.” McDonald’s is the largest chain of hamburger restaurants in the world. The company was founded in the United States but it has other branches in various parts of the word like in the UK, Australia, and New Zealand among others. Apart from hamburgers, McDonald’s also sells breakfast items, French fries, chicken, pizza, soft drinks, cheeseburgers, milkshakes, and desserts. Recently, due to changing customer tastes, the Company has expanded its menu to include things such as salads, seasoned fries, fruits, fish, wraps, and smoothies. McDonald’s competes widely within the food industry in fast foods like hamburgers, French fries, soft drinks, and other fast foods. Being a fast food company,
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