SENIOR

Entrepreneurship HIGH
SCHOOL

Module
Market Targeting 9
Quarter 1

Entrepreneurship
Quarter 1 – Self-Learning Module 9: Market Targeting
First Edition, 2020

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 SENIOR
Entrepreneurship HIGH
SCHOOL

Self-Learning
Module

9
Quarter 1

Market Targeting
Introductory Message

For the facilitator:

Welcome to the Entrepreneurship with Grade 12 Self-Learning Module on

Market Targeting and reviewed by educators from the Schools Division Office of
Pasig City headed by its Officer-in-Charge Schools Division Superintendent, Ma.
Evalou Concepcion A. Agustin, in partnership with the City Government of Pasig
through its mayor, Honorable Victor Ma. Regis N. Sotto. The writers utilized the
standards set by the K to 12 Curriculum using the Most Essential Learning
Competencies (MELC) in developing this instructional resource.
This learning material hopes to engage the learners in guided and
independent learning activities at their own pace and time. Further, this also aims
to help learners acquire the needed 21st century skills especially the 5 Cs, namely:
Communication, Collaboration, Creativity, Critical Thinking, and Character while
taking into consideration their needs and circumstances.

In addition to the material in the main text, you will also see this box in the
body of the module:

Notes to the Teacher

This contains helpful tips or strategies
that will help you in guiding the learners.

As a facilitator you are expected to orient the learners on how to use this
module. You also need to keep track of the learners' progress while allowing them
to manage their own learning. Moreover, you are expected to encourage and assist
the learners as they do the tasks included in the module.
 For the Learner:

Welcome to the Entrepreneurship Self-Learning Module on Career

Opportunities for Entrepreneurship!
This module was designed to provide you with fun and meaningful
opportunities for guided and independent learning at your own pace and time. You
will be enabled to process the contents of the learning material while being an
active learner.

This module has the following parts and corresponding icons:

Expectations - This points to the set of knowledge and skills

that you will learn after completing the module.

Pretest - This measures your prior knowledge about the lesson

at hand.

Recap - This part of the module provides a review of concepts

and skills that you already know about a previous lesson.

Lesson - This section discusses the topic in the module.

Activities - This is a set of activities that you need to perform.

Wrap-Up - This section summarizes the concepts and

application of the lesson.

Valuing - This part integrates a desirable moral value in the

lesson.

Posttest - This measures how much you have learned from the
entire module.
 EXPECTATIONS

LEARNING OBJECTIVES: After going through this module, you are expected to:

1. describe the basic entrepreneurial marketing strategies

in the selection of the target segment;
2. identify the ideal target market; and
3. determine different factors in selecting market target.

PRETEST

Who are the markets?

Directions: Identify which kind of customer is suitable for each
product/Service.

Product/Service Possible Customer

1. Jolibee
2. Barber Shop
3. Spa
4. Bonakid
5. Anlene
6. Pedigree
7. Sanitary Napkin
8. Sugar
9. Milk Tea
10. Food Panda
11. LBC
 RECAP
ACTIVITY: Complete Me

Directions: Complete the table below, list all the possible customers based on the
following customer profiling.

Gender Age Social Income Location Education

Product/Service
Status
1. Cosmetic
Products
2. PlayStation

3. Coloring
Materials

Why is it important to identify SPECIFIC customers?

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LESSON
How do you explain these quotations?
1."The marketing aims to know and understand
the customer so well the product or service fits
him and sells itself." - Peter Drucker

2. “There is only one strategy. It is to carefully

define the target market and direct superior
offering to that target market” Philip Kotler.
marketmedialife.blogspot.com

It is uncommon that a particular product will be an ideal fit for all members
of the whole market. For instance, no single soap is perfect for everyone on the
planet. No single milk is perfect for all kinds of consumers in the market. Market
segmentation acknowledges, that different groups and individuals have different
needs and wants. Successful entrepreneurs use segmentation to know and identify
which groups (or segments) within the market are the best fit for the products they
offer. These groups are their target market.
 “Market targeting is a process of choosing and identifying the specific
target market from the entire market. Target market involves groups/individuals of
consumer to whom the company wants to satisfy or for whom product is made,
price is set, advertising efforts are made, and distribution network is prepared”.

After knowing and analyzing different market segments, the entrepreneur

knows that they will not be able to tap or concentrate all the market segments and
can satisfy and serve only limited segments. That’s why entrepreneurs must decide
on who will be the target market he/she wishes to pursue. Market targeting the
second stage of market Identification.

Many companies say they target teenagers, working individuals, or stay-at-

home moms. Some say they target "anyone interested in my services." All of these
targets are too general.

The quantity of segments to serve determines the suitable entrepreneurial

marketing strategy to implement. Generally, the entrepreneur can choose one
segment or all segments of the total market with different entrepreneurial
marketing strategies.

The basic entrepreneurial marketing strategies relative to the selected

segment are the following.
1. Individual to one-on-one marketing
2. Segmentation marketing (Differentiated or concentrated marketing)
3. Mass or undifferentiated marketing

One end of the tunnel is the individual or one-on-one marketing strategy,

while the other end is the mass or undifferentiated marketing strategy. Between
these two ends is segmentation marketing.
There are two variations of segmentation marketing. The first is the
differentiated marketing strategy and the second is the concentrated or niche
marketing strategy.

INDIVIDUAL or ONE-ON-ONE MARKETING – Products/Services are tailored to the

needs of the individual consumer

For example, tailoring shops use a one-on-one marketing strategy since they make
clothes for specific people based on their respective requests. Furniture
manufacturers also adopt a one-on-one marketing strategy for clients who order
customized furniture.

DIFFERENTIATED MARKETING - Several segments are covered and

products/services are designed to suit the specific needs of a particular segment
The simple idea of DIFFERENTIATED MARKETING is for the business to
exist in almost all segments but to serve a few customers only in each segment. As
such some products/services from the same maker will be available and compete
with others in the market.

For example, the different toothpaste and milk products in the market are intended
for different segments. Each type of toothpaste and milk product is prepared to
serve a different set of customers from several segments.
CONCENTRATED MARKETING - sometimes called niche marketing is another
variation of segmentation marketing where the business selects only one or few
segments to cover but the products/services are designed for the majority of the
consumer in the segment of the market.

MASS OR UNDIFFERENTIATED MARKETING - Undifferentiated marketing

strategy takes into consideration the fact that the customers have common needs
and wants. Products/services are mass-produced for the whole market where
consumers are no differentiated.
For example, an entrepreneur engaged in the production of rice does not
necessarily have to segment the whole market but rather mass-produce rice for all
the whole market. It is a staple commodity that is used by people regardless of
gender, age, and socioeconomic status.

Having a specific target market or market targeting does not mean that you
are not including people who do not fit your criteria. Rather, target marketing
allows you to focus your promotion efforts and brand message on a particular
market that will most likely to buy from you than other consumer. This is a much
more affordable, efficient, and effective way to reach potential clients and generate
business. With a well-defined target consumer, it will be easier for the entrepreneur
to determine where and how to market the company. A company may finalize the
selection of its ideal target market by considering the following element:

1. Substantial – The selected target markets must be huge enough in terms of

quantity and or total consumption capability. Are there enough people who
fit my criteria?
2. Financially capable- The target customer must have the financial means or
paying capacity to purchase the product/service. Can they afford my
product/service?
3. Reachable - must be within reach to permit product distribution, It should
be reachable by various marketing activities (advertising, promotion,
internet, and digital marketing)
4. Homogenous – Must react similarly to specific marketing stimuli.
A homogenous market is an ideal target market. Since companies
employ various marketing stimuli to attract, persuade, or retain the loyalty
their target market. Homogenous markets will ensure that the marketing
activities will be efficient and effective.

These are just some of the things that need to consider in identifying an ideal target
market.

Now, here are some factors that will help you define your target market

1. Analyze your product or service from the customer's point of view. The
entrepreneur has to determine what does the product/service does to the
ideal consumer. What are the problems that can be solved by your product
or service? And lastly, how does your product helps in improving your
customer’s life.
2. Check out the competition. It’s time to see who are your competitor and
who do you think are your competitors pursuing? Who are their current
customers? Do not go to the same market. You may find a place in the
market that they are overseeing.
 3. Consider the psychographics of your target. Psychographics are the more
personal characteristics of a person. Know how your product or service will
fit into your target's lifestyle. How and when will your target use the
product? What features are most appealing to your target? What media does
your target turn to for information? Does your target read the newspaper,
search online, or attend particular events?
4. Choose specific demographics to target. Figure out not only who needs for
your product or service, but also who is most likely to buy it.

ACTIVITIES

Activity 1
Directions: Identify the following product or service if it is;
A. Individual to one-on-one marketing
B. Segmentation marketing (Differentiated or concentrated marketing)
C. Mass or undifferentiated marketing

_____ 1. Flour
_____ 2. Detergent
_____ 3. Sanitary napkin
_____ 4. Chowking
_____ 5. Shoes
_____ 6. Salt
_____ 7. Salon
_____ 8. Nido
_____ 9. National Bookstore
_____ 10. Video Games

WRAP-UP

Think and Write

Aside from the given factors of selecting different target markets that we
have discussed above, what do you think are the other factors in determining your
target market? Explain your answer in 5 to 10 sentences.
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VALUING

1. Write 2 products/services you want to pursue if you become an

entrepreneur.
2. Identify your target market by answering the following question in the box
provided below.
a. WHO are your target customers?
b. WHY are you targeting those people?
c. WHAT is your goal in targeting these customers?
Product/Service Target Market
Who:
1.

What:

Why:

Who:
2.

What:

Why:
 POSTTEST

True or False
Directions: Write A = if statements A and B are True
B = if Statement A is True and statement B is False
C = if Statement A is False and statement B is True
D = if statements A and B are False

_____ 1. A. Concentrated Marketing is also called as niche marketing

B. Products/services are intended for the majority of the
customer but choose one or a few sections to target is
concentrated marketing.
_____ 2. A. In choosing your target market it is important to consider
the age, gender, and race of the customer.
B. It is not important to consider your customer lifestyle in
choosing a target market
_____ 3. A. Having a huge number of the customer is not important as
long as there are customers who are willing to purchase your
product/service that you offer.
B. You should not consider your customer paying capacity. You
should focus more on “if they want the product, they will buy it
no matter how expensive it is” thinking.
_____ 4. A. In choosing your target market you must know how does
your product help in improving your customer’s life.
B. In choosing your target market it is important to know the
competition of the product/service you wish to offer and as an
entrepreneur, you should go after the same market as your
competitor.
_____ 5. A. The shampoo is an example of differentiated marketing.
B. Sugar is an example of mass or undifferentiated marketing.
 KEY TO CORRECTION

10. A B 10. A 5.
9. B C 9. C 4.
8. A A 8. D 3.
7. A B 7. B 2.
6. C C 6. A 1.

ACTIVITY POST TEST

References
BOOKS
Aduana,Nick L. 2016. Entrepreneurship in Philippine Setting for
SHS.Quezon City C&E publishing Inc.,.

So,Real C., Torres, Oscar T. 2016. Principles of Marketing, Pasig City., Vibal
Group, Inc.,

ARTICLES

Newberry, Christina. October 31,2018. How to Define Your Target Market: A

Guide to Audience Research”.
https://blog.hootsuite.com/target-market/, (6/16/2020)

Tracy, Bryan. January 17,2015 “Determining your ideal customer”

Entrepreneur.
https://www.entrepreneur.com/article/75648, (6/16/2020)

Porta, Mandy, “How to define your target market”, Inc.com, Inc.com ,

https://www.inc.com/guides/2010/06/defining-your-target-
market.html (6/16/2020)

Photos were taken:

http://marketmedialife.blogspot.com/2013/07/marketing-101-market-
targeting.html, (6/14/2020)