In the context of a strategic view of the organizational marketing system, the divergent concepts of prominent marketers such as F. Kotler and J.-J. Lambin provide diverse interpretations and functional aspects, creating a foundation for the classification of marketing technologies. These categories not only form the strategic marketing policy of the organization, but also determine the basic level for the application of various tools, such as the development of a marketing mix.
Segmentation
One of the key strategic approaches to marketing technologies is segmentation, which expresses the strategic function of marketing. Each product, having its own unique value, must be presented on a market capable of adequately perceiving this value. The market in this case is considered as a set of consumer groups with common needs and ways of satisfying them.
Segmentation is carried out taking malaysia email list into account the characteristics of consumer groups, such as demographic, psychographic, behavioral, which allows using various methods to achieve significant results.
Analysis
In the world of marketing, it is impossible to do without careful data analysis. The analysis includes studying the company's marketing environment, including customers, competitors, suppliers, distributors, etc. Special attention is paid to the analysis of demand for the product, pricing policy (both its own and competitors'), as well as other aspects.
Basic Marketing Technologies
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Targeting
The technology, also known as “targeting” or “target market selection,” becomes an integral part of the strategy. Given that no product, even under ideal conditions, can meet the needs of all audience segments, the company identifies the most promising ones for creating a market offer. Consciously limiting the number of interacting segments allows answering important questions:
Who do we work with?
Who do we not work with?
This direction of technology allows avoiding unnecessary financial and time expenditures on segments that are unlikely to become a loyal audience, focusing on those whose problems can be best solved. Each selected target segment becomes the basis for using its own marketing complex.
Positioning
Within the framework of this technology, the company seeks to determine the position of its product or brand in the minds of potential consumers relative to competitors. Positioning is based on the various advantages provided by the company to consumers through the marketing mix.
These benefits must be consistent with consumer values and preferences and be significant enough to distinguish the product or brand from competitors and create the desired perception of it.
Marketing research serves as an important tool for collecting information for analysis, covering the study of the market, the internal environment of the enterprise, consumers, etc.