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Principles of Marketing: Target Marketing

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Choose a business-to-consumer (B2C) or business-to-business (B2B) company that uses target marketing. Then, address the prompts below in your essay.
Briefly introduce the company you have chosen.
Gather examples of the company's activities and products that support its business model.
Explain each of the bases for segmenting consumer markets and business markets.
For the company you chose, describe which base is used (i.e., consumer market or business market), and describe how the selected segmenting options are achieved.
Examine how these factors influence the marketing strategies of your chosen company.

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Solution Summary

Segmentation and target marketing are discussed in a structured manner in this response. The related references are also provided.

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The business-to-consumer company we choose is Amazon. The company also has business-to-business interests. The company uses target marketing.
Amazon.com Inc is a multinational company that has business interests in e-commerce, digital streaming, artificial intelligence, online advertising, and cloud computing. It is a valuable brand. The main focus of Amazon remains in electronic commerce.
Examples of the company's activities and products that support its business model are Amazon.com, Alexa, Luna, Music, Amazon Prime, Amazon Pay, Fire tablet, Fire TM, Kindle, and Echo.
The bases for segmenting ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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