問22
頻出度★★★
ターゲットマーケティングの説明として, 適切なものはどれか。
平成25年度 秋期 ITパスポート試験 問22
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 22
Incorrectア
Breaking corporate activities down into individual value activities such as procurement, manufacturing, and sales, and analyzing which activities create added value, is a description of value chain analysis. It is a method for analyzing a company's own internal activities, so both its object and its purpose differ from target marketing, which segments the market and narrows down the customer group to aim at.
Incorrectイ
Classifying businesses or products along the two axes of market growth rate and market share, and deciding resource allocation according to positions such as star, cash cow, question mark, and dog, is a description of PPM (product portfolio management). It is a company-wide analytical framework for allocating resources across multiple businesses, not target marketing, which selects customer segments.
- ウ
正解 The correct answer is ウ. Target marketing is a marketing method in which you first divide the market into several segments using criteria such as age, region, or buying behavior (segmentation), then narrow down the segments your company will aim at (targeting), and concentrate your management resources on approaching them. Choice ウ, “Divide the market into several segments and take an approach focused on a small number of segments”, describes exactly this segmentation → targeting flow, so it matches the definition. It helps to remember it in contrast to mass marketing, which applies the same measures to the entire market.
Incorrectエ
Dividing the process from a product's introduction to the market, through its growth and maturity stages, until its decline into periods, and formulating a strategy suited to each stage, is a description of the product life cycle. What is divided here is not the market (customers) but the time axis, so it differs from target marketing, which divides the market into segments.
ここがポイント
- Target marketing proceeds in the flow of segmentation (dividing up the market) → targeting (selecting the segments to aim at) → positioning, and it is the counterpart concept to mass marketing, which targets the entire market.
- Telling similar marketing and management strategy terms apart: value chain analysis = analyzing the added value of a company's own activities; PPM = allocating resources across businesses based on growth rate and share; product life cycle = strategies by stage along the time axis, from the introduction stage to the decline stage.
用語