Vague objectives lead to vague evaluation. Marketing strategies are conceived and developed based on market segments. Program markets are clearly defined in such a way that psychographical, demographical, tastes, needs, cultural, economic etc. It is the clear delineation of segments that allows for targeting strategies to occur. Target becomes possible only when segments are clearly identified.
Marketing mix is developed based upon each market segment.
The primary elements of the market mix vary from author to author but generally include the actual programs, promotional strategies, delivery methods, and pricing. The development of literacy programs, in terms of the content, the structure and integration of the content, the materials to be used, and the level of the curriculum must reflect the unique differences of each segment. Second, educational administrators in general make the mistake of thinking that their services are so important to society that they do not need to actively promote these services. In a competitive environment, this is wrong because there are many stimuli within the environment competing for attention of students and important stakeholders and because it is erroneous for administrators to think that both the intrinsic and extrinsic benefits of literacy or education are readily understood by all of us. Promotional activities include methods of reaching market segments and to the extent that these segments are different, these promotional activities must be different.