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Essay / Research Paper Abstract
This 6 page paper Compares and Contrasts the processes of segmentation, targeting and positioning which could be applied to internet banking and marketing consultancy. The bibliography cites 10 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEsegmen.rtf
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Unformatted sample text from the term paper:
is used to ensure that marketing is targeted is to segment the market. This is true for almost nay industry, from internet banking to a marketing consultancy. The segmentation
of a market will meant that the consumers or end users are broken down into categories that may also mean that the services that t are marketed to them may
be differentiated and targeted to that market. For example, segmentation of the internet banking market may start with the separation of consumer and business banking this may further be segmented
with large business, national and international businesses. The consumer segments may be divided into age categories, family situation, income and even ethnicity. The different segments of the market will have
different needs (Kotler, 1999, 2000). For example, a retired couple with children that have left home may look for banking services that are easy to use and backed up with
telephone support. A young couple with a family may be more interested at being able to use the account to pay bills, to apply for overdrafts and to make enquirers
about life insurance. The target marketing of these markets it is necessary to understand the target market and their life style and habits. Therefore, to target internet marketing, if
not seeking a niche market there is necessity to look at who is likely to be attracted to an internet banking service. The profile of internet users is one
that is biased towards certain segments of the population due to the way in which there is both a digital divide and also the way that certain sectors of the
population are more attracted to new technology than others. In this it may also be seen that there are different process which may be followed between the different segments of
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