BSBMKG413 Promote products and services

Session 6
Who’s the target audience?
Purpose of this presentation
This presentation introduces you to the concepts of:

 market segmentation

 target marketing

 Networks.
Target market
 ‘Target marketing’ means that the seller
identifies a particular market and develops
products and services tailored to meet their
specific needs.

 A target market are buyers within the total

market who share similar needs/characteristics
and to whom the seller decides to communicate
and sell a product/service/experience.
Market segmentation
The market place is segmented by a number of
variables, namely:

 geographic

 demographic

 psychographic.
Non-personal networks
Why might promotional activities to sell Mercedes
might be better by:
 Promoting cars through Vogue magazine than Woman’s
Day.
 Using a data management system to automatically forward
emails to past clients rather than selling at auction.
 Placing an advertisement on brand quality rather than
using a pamphlet letter drop in a low socio-economic area.
 Undertaking promotional activities through polo clubs
rather than football clubs.
The next steps
What do you have to do now?

 Do class activity – practice using industry

standard software to reach targeted market
through networking.

 Complete ‘implementing promotions through

networks – non-personal channels’ in the
Student Workbook before the next session.