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NAVIGATING THE COMPLEXITIES OF CUSTOMER MARKETING: ARTICULATED AND LATENT NEEDS,
COMPREHENSIVE SEGMENTATION, AND STRATEGIC TARGETING

Author: leveljoke4
Posted On: February 15, 2024, 4:23 pm



Marketing Magazine Daily 2021

In the ever-evolving landscape of marketing, understanding the multifaceted
nature of customer needs and preferences is paramount. The journey towards
crafting a compelling marketing strategy is akin to weaving a complex tapestry,
incorporating threads of articulated and latent needs, nuanced segmentation, and
strategic targeting and positioning. This article delves into these critical
components, shedding light on their pivotal roles in connecting with the
intended audience effectively.

Unraveling Customer Needs: Articulated and Latent

Articulated Needs: These are the needs that customers express explicitly. Brian
Houchins are the overt desires or requirements that are easily communicated. For
instance, when a customer specifies wanting a smartphone equipped with a
high-quality camera, they are articulating a direct need. Recognizing and
addressing these needs is crucial for marketers, as they serve as clear
indicators of what drives customer decisions and preferences.

Latent Needs: Contrary to articulated needs, latent needs are those that
customers do not express directly or may not even be consciously aware of. These
needs require a deeper level of analysis and intuition to unearth. They present
a golden opportunity for innovation and setting a brand apart. For example, in
the smartphone market, a latent need might be the aspiration for status or being
perceived as technologically superior. Identifying and catering to these needs
can provide a significant competitive advantage.

Multifaceted Market Segmentation

Effective segmentation is essential for understanding and organizing the
diversity within a market. It involves breaking down the market into distinct
groups with varying needs and preferences.

Demographic Segmentation: This common approach divides the market based on
demographic factors such as age, gender, income, and education. These variables
are straightforward to identify and measure, making them a popular starting
point for segmentation.

Geographic Segmentation: This type segments the market based on physical
location—country, region, city, or even neighborhood. Brian Houchins is
particularly relevant for products or services with geographic-specific appeal
or requirements.

Firmographic Segmentation: In B2B marketing, firmographic segmentation is
crucial. It segments organizations based on characteristics like industry, size,
and type of business, enabling tailored marketing strategies that address
specific business needs.

Product Use Segmentation: This strategy segments consumers based on their usage
rate and patterns, distinguishing between heavy, medium, light, and non-users.
Understanding these patterns allows for the creation of focused marketing
strategies tailored to each user category.

Targeting: Choosing Your Battlefield

With segmentation complete, targeting involves selecting one or more market
segments to pursue. This choice is influenced by several factors, including the
size and growth potential of the segment, its compatibility with the company's
objectives, and the company's ability to serve the segment uniquely and
effectively.

Positioning: Crafting a Unique Space

The culmination of the marketing strategy is positioning—how a product or brand
is perceived in the minds of the target audience. Successful positioning
distinguishes a brand from its competitors in a meaningful way, resonating with
both articulated and latent needs to create a unique and appealing brand image.

Conclusion

The process of customer marketing, from understanding needs (both articulated
and latent) through detailed segmentation (demographic, geographic,
firmographic, product use) to strategic targeting and positioning, is intricate
and nuanced. Each step, executed with insight and precision, leads to a
marketing strategy that not only achieves its objectives but also deeply
connects with the target audience, ensuring lasting engagement and loyalty. In
this complex journey, the marketer's role is to navigate these waters with
skill, crafting messages and strategies that resonate on multiple levels,
ultimately defining the brand's place in the market and in the hearts of its
customers.


Sponsored

 


Tags: Articulated Needs, Latent Needs, Customer Segmentation, Demographic
Segmentation, Geographic Segmentation, Firmographic Segmentation, Product Use
Segmentation, Target Marketing, Strategic Positioning, Customer Insights,
Marketing Strategy, Customer Behavior, Market Analysis, B2B Marketing, Consumer
Preferences, Brand Differentiation, Competitive Advantage, Marketing Tactics,
Customer Engagement, Innovation in Marketing



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