Question

Topic: Other

Target Market In The Marketing Plan

Posted by Anonymous on 5/26/2011 at 9:59 PM ET 25 Points
At what point should the targeted segments be addressed in a marketing plan? Should this come at the beginning in the situational analysis section, or should that section address the general market the company operates in?
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RESPONSES

  • Posted by SteveByrneMarketing on 5/27/2011 at 3:09 AM Accepted
    first is WHAT you are marketing followed by WHO you are marketing to ...

    is this a student question?
  • Posted on 5/27/2011 at 7:16 AM Accepted
    It's critically important that you establish what benefit you are delivering to what target audience right upfront -- even before you begin the situation analysis. The situation analysis is the place to explain why the target audience will want the benefits and why they are going to prefer your solution, what their alternatives are, etc.
  • Posted by Peter (henna gaijin) on 5/27/2011 at 3:22 PM Accepted
    Whatever works best for your situation. There isn't a standard that has to b e followed (though some professors in schools may say there is, and require that you follow that - in which case, do what they say).

    The primary benefit I see from Marketing Plans and Business Plans is doing them, not the document that results. In doing them, it makes you think and organize info about various parts of the business you may have thought about otherwise.

  • Posted on 5/27/2011 at 6:10 PM Author
    Thank you, Peter. That makes sense.

    This was not a student question. I am far past being a student, just changing careers :).

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