Marketing Segment, perpetual map, Product Ladder and hierarchy of Needs
Introduction
Target marketing involves segmentation which is the process of dividing the market into different groups of people that share common interests. Perceptual map is the visual representation used by marketers to show what customers think in terms of an organization, a product or a service. A product ladder is the idea the consumer of a product has arranging them from top to bottom according to their use and preference. Hierarchy of needs is the ranking of human needs from bottom going upwards.
Philip Kotler’s segment by segment invasion plan affords nonprofit executives with the opportunity to create marketing strategies. Fortenberry, (2013). They are capable of evaluating barriers to entry and the competitors. They foresee competitive responses to invasions and also evaluate the limitations of segments. The nonprofit executives should make sure that their segment by segment plans should be kept confidential. This should be done for the purpose of competitors in the same markets and have similar products. Planned invasions even for those organizations serving as the providers should be kept confidential until they are implemented. This measures help to reduce the chances of another nonprofit organization using the idea of others
According to Gomez (2015), perceptual mapping is important in both decision making and market analysis for both the researcher and the manager. Managers use perceptual mapping to know and understand the structure of their market. It helps them to identify their competitors and rate their brands. Researchers use perceptual mapping to know how to improve and make competitive products. In a healthcare industry perceptual mapping could be used for example to determine if a certain syrup is highly ranked due to its effectiveness or due to its affordability.
Ries and trouts ladder provides the nonprofit executives with a tool that makes them understand how the consumer perceives a product and what they are offered. A consumer perception regarding healthcare shows products in the top being the ones that the consumer views best. Fortenberry (2013). We always ask for the product we have used and had of rather than try a new one.
Human motivation is brought about by an individual’s decisions. Healthcare marketers should understand people’s motivations in order to be able to have an influence in their behavior or thoughts. French (2017).Human motivation has helped people start exercising and live healthy lives freeing them from heart diseases among others. It has helped and reduced drug addiction.
Conclusion
Target marketing is normally developed to make the needs of a customer more effective. The strategies used in marketing are all very efficient. They contribute towards the consumer getting the best products and services. They help the markers to evaluate their products and give the best quality.
References
Gomes, R. (2015). Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference. French, J. (2017). Social marketing and public health: Theory and practice: Oxford University Press
Fortenberry, J. L. (2013). Nonprofit marketing. Burlington, MA: Jones & Bartlett Learning.
