In marketing a key concept is market segmentation \u2013 deciding how to divide your market into individual segments so you can target your products and services, prices, advertising etc to that segment\u2019s needs and demands.<\/p>\n
Marketing can be conducted a different levels of segmentation:<\/p>\n
Mass-marketing \u2013 no segmentation<\/strong>.\u00a0 This is not necessarily a bad strategy.\u00a0 It spreads costs across the largest possible number of customers and makes for a consistent brand image.\u00a0 It does however tend to lead to competing on price which may lead to low profit margins.<\/p>\n Segmented markets<\/strong> \u2013 this would be something like the over 55s \u2013 quite broad and usually with a lot of competitors – but nevertheless defining some characteristics of the market e.g. interested in holidays during the school term, not interested in low cost mortgages or nappies!<\/p>\n Niche marketing<\/strong> \u2013 quite specific groups within a market segment such as the over 55s gay and lesbian niche (yes there are companies addressing this niche).\u00a0 Often an unexpected group with little or no competition.<\/p>\n Local marketing<\/strong> \u2013 marketing to a specific town or even store.\u00a0 A supermarket chain may authorise local managers to stock and promote products specific to their store.\u00a0 Can be effective but have to be wary of costs and diluting brand.<\/p>\n Individual marketing<\/strong> \u2013 this has always existed at a local level.\u00a0 If the village shop stocks vegemite because you are the one Australian in the village who buys it \u2013 then that is individual marketing.\u00a0 Famously the web has enabled large companies to do mass customisation<\/strong> i.e. mass individual marketing.\u00a0 The paradigm example being Amazon.<\/p>\n How does this relate to my research question? The trend in science communication with the public over recent years has been to move away from science communication \u2013 which is a mass market one way process \u2013 tell them the truth which we scientists are the authorities on \u2013 to public engagement<\/strong>. Learn how the public uses scientific knowledge and how local knowledge can integrate with and enhance scientific knowledge.\u00a0 This implies segmentation \u2013 possibly down to the individual marketing level.<\/p>\n","protected":false},"excerpt":{"rendered":" In marketing a key concept is market segmentation \u2013 deciding how to divide your market into individual segments so you can target your products and services, prices, advertising etc to that segment\u2019s needs and demands. Marketing can be conducted a different levels of segmentation: Mass-marketing \u2013 no segmentation.\u00a0 This is not necessarily a bad strategy.\u00a0 […]<\/p>\n","protected":false},"author":203,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1458","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blog.soton.ac.uk\/comp6044\/wp-json\/wp\/v2\/posts\/1458","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.soton.ac.uk\/comp6044\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.soton.ac.uk\/comp6044\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.soton.ac.uk\/comp6044\/wp-json\/wp\/v2\/users\/203"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.soton.ac.uk\/comp6044\/wp-json\/wp\/v2\/comments?post=1458"}],"version-history":[{"count":1,"href":"https:\/\/blog.soton.ac.uk\/comp6044\/wp-json\/wp\/v2\/posts\/1458\/revisions"}],"predecessor-version":[{"id":1459,"href":"https:\/\/blog.soton.ac.uk\/comp6044\/wp-json\/wp\/v2\/posts\/1458\/revisions\/1459"}],"wp:attachment":[{"href":"https:\/\/blog.soton.ac.uk\/comp6044\/wp-json\/wp\/v2\/media?parent=1458"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.soton.ac.uk\/comp6044\/wp-json\/wp\/v2\/categories?post=1458"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.soton.ac.uk\/comp6044\/wp-json\/wp\/v2\/tags?post=1458"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}