Directorate of distance education

Specialization
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Full Market 
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A firm that is seeking to enter a market and grow should first target 
the most attractive segment that matches its capabilities. Once it gains 
a foothold, it can expand by pursuing a product specialization strategy, 
tailoring the product for different segments, or by pursuing a market 
specialization strategy and offering new products to its existing market 
segment.
Another strategy whose use is increasing is 
individual marketing
, 
in which the marketing mix is tailored on an individual consumer basis. 
While in the past impractical, individual marketing is becoming more 
viable thanks to advances in technology.
The Benefits of Targeted Marketing
Targeted marketing enables you to get to appropriate prspective 
customers more efficiently than any other marketing strategy. Here’s 
some of the benefits of targeted marketing.
Batch targeting
: This is where you break your overall target 
market down into manageable segments - such as one specific industry, 

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or a geographical area, or a demographic profile. The segments should 
not just be ones which are convenient to you, but ones which allow you to 
direct, to one specific target market, promotional messages which:
➢ Are highly relevant to the prospects in that sector
➢ Convince them that you are a specialist in 
their
own activity / 
interest area
➢ Show them that you can meet their own 
specific
needs.
If, for example, you sell office equipment or consumables, you 
obviously have a vast market - almost every type of business. But, instead 
of sending out thousands of mailings to every type of business, pick out, 
say, stone quarries (to pick an unusual example!) You could focus on dust 
covers for equipment and the more rugged end of office equipment ranges.
You can demonstrate that you understand the needs of the 
quarrying industry. If you’ve got a few customers in that type of industry, 
you will already understand their requirements. If not, pick up the phone 
and