Week 2 Summary

We have looked in more detail at the second pillar of Strategic Marketing – Targeting. We explored the 2 main steps of evaluating and selecting the most appropriate segment to target. Then we looked at the different marketing strategies available to marketers how to approach the chosen segment.

Further steps

If you would like to know more about targeting in practice, click on the link below to read about PG targeting demographics to smart audiences:

https://www.marketingweek.com/pg-targeting-generic-demographics-to-smart-audiences/

Next week

In Week 3 of this course we will look at the last pillar of strategic marketing – all about positioning the brand and the products the company produces.