Q1: What are the pros and cons to BMW’s selective target marketing?
• Briefly define target marketing (5 marks) – Target marketing is the overall term for directing your marketing endeavours toward a group of people.
• Market segmentation is the breaking down of the market into smaller segments with the intention of promoting your product or service differently to each of them. Market segmentation allows your target marketing to become more specific; it divides broad markets – such as male, female, teen and adult – into smaller segments in which people are grouped by shared characteristics.
• There are pros and cons.