...ABSTRACT This paper will select on model and it will discuss how the commercials of different products are designed to impact various stages of the responses process. It will also evaluate how effectively the commercials impact each stage of the responses process, citing specific examples to support the responses. It will determine if the three commercials are an effective way to communicate with early digital adopters. Everything will be evaluated using the model of communication process presented in chapter 5. Assignment 2: Advertisement Assessment In order to discuss how commercials are designed to impact various stages of the response process, this paper will examine them using the AIDA model. The AIDA model was developed to represent the stages a salesperson must take a customer through in the personal-selling process. This model depicts the buyers passing successively through attention, interest a, desire and action. (Belch & Belch, 2012) Kindle Fire, "Placing the things you love at your fingertips." In this commercial we can appreciate the following Attention Attention is the 1st phase that will spark the interest of a consumer. What sparks attention is usually by its unique design, pricing, and marketing. With amazon.com's commercial it gives a quick "spark" that the Kindle Fire is a product from the unique and familiar amazon.com. Therefore it gives the sense of trustworthy and special attention to their new product. "it says: for years...
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...customer-driven marketing strategy. a. Segmenting Consumer Markets which is to divide the total market into smaller segments. b. Targeting which is to select the segment or segments to enter. c. Differentiation which is to differentiate the market offering to create superior customer value. d. Positioning which is to position the market offering in the minds of target customers. 2. Name and describe the four major sets of variables that might be used in segmenting consumer markets. Which segmenting variables does Starbucks use? a. The four variables that segment and make it possible to identify consumer markets are defined below: A. Geographic segmentation: Consumer markets are identified based on their geographical unit of identification such as: nations, regions, states, counties, cities and neighborhoods. The ability to identify such geographic specifics allows a company to penetrate specific demographics for their particular marketing and advertising strategies; their strategies may target specific locales or more general markets in whole according to the determination of their needs and wants. B. Demographic segmentation: The most commonly utilized base and easiest to measure for identifying customer groups is demographic segmentation which correlates consumer needs, wants and usage/frequency rates with demographic variables. Consumer markets are segmented based on identifying tags such...
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...Consumer Behavior, 10e (Schiffman/Kanuk) Chapter 1 Consumer Behavior: Meeting Changes and Challenges 1) The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs is known as ________. A) the production orientation B) consumer behavior C) narrowcasting D) positioning E) the marketing mix Answer: B Diff: 1 Page Ref: 5 Skill: Concept Objective: 1.1: Understand what consumer behavior is and the different types of consumers 2) Which of the following is considered an example of consumer behavior? A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store brand. B) Javier generally gets gas on Monday mornings on his way to work. C) Jessica prefers to buy her produce from the farmer's market instead of the grocery store. D) Jeremy generally recycles his old newspapers and cardboard boxes. E) All of the above are examples of consumer behavior. Answer: E Diff: 2 Page Ref: 5 Skill: Application Objective: 1.1: Understand what consumer behavior is and the different types of consumers 3) When Bill orders five movie tickets online for himself and his friends for a Friday night showing of the latest action thriller, he is acting as a(n) A) organizational consumer B) team consumer C) non-profit consumer D) market consumer E) personal consumer Answer: E Diff: 2 Page Ref: 5 Skill: Application Objective: 1...
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...MARKET TARGETING As it is not possible to please everyone with the product as there are various people around world with various needs,various habits and so Market targeting works on a strategy in which a particular group is target and for that company can even concentrate on advertising,due to which they give more power to its brand. The company can choose the various approach for targeting the customers. In undifferentiated approach the company try to attract every type of consumers dispite of various age,gender etc. The differentiated approach is an approach in which the company targets two or more groups . The third approach is the concentrated approach where the company targets only one specific group,but with this approach there involves a huge risk if the company looses the customers than there is chance for huge loss. ADVANTAGEOUS OF MARKET TARGETING 1. As the company targets the specific group of people ,so they had to prodce particular product . So this helps the company to obtain more accuracy in the work . 2. Due to targeting a particular group the company only needs to concentrate on the particular product and their mail goal lies in targeting only that group and nothing else and so they don’t try to make produce other than partular group which inturn reduces cost . DISADVANTAGEOUS OF MARKET TARGETING 1. For the company to know as to attract and target which group of persons and by targeting which group will provide higgest profits and...
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... |Consumer-rooted |Consumption-specific | |Facts |Demographic factors |use-related characteristics | | |Geographic factors |use-situation factors | |cognitions |Psychological factors |benefit sought | | |Psychographic (lifestyle) characteristics |hybrid segmentation | | |Sociocultural variables | | 1. Facts can be determined from direct questioning and categorized by a single objective measure. (Quantitative) 2. Cognitions are abstract抽象的 and can be determined only through more complex questioning, and where most of the constructs measured have no single, universal definition. (Qualitative) 3. Consumer-rooted features stemming from the consumer’s physical, social, and psychological characteristics. 4. Consumption-specific usage-behaviors (facts) or attitudes and preferences toward specific products or buying...
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...Summary……………………………………………………………………………………………………….3 Introduction………………………………………………………………………………………………………………….4 Research Findings………………………………………………………………………………………………………….5 Hyper Targeting………………………………………………………………………………………………………….5 Social Media……………………………………………………………………………………………………………….6 Customer Relationship Management (CRM)……………………………………………………………….7 Recommendations…………………………………………………………………………………………………………8 Conclusion…………………………………………………………………………………………………………………….8 References…………………………………………………………………………………………………………………….9 Executive Summary This report examines new information technology that is available to help marketers. People spend so much time online these days that it is almost impossible to market without using technology and still reach a large number of consumers. The three technologies we chose to study for this are hyper targeting, social media and customer relationship management (CRM). Hyper targeting is the ability to advertise to certain people or groups of people based on specific criteria. Hyper targeting was first heard of through MySpace and involves using information like age, sex, location and interests to determine who to advertise what content to. Social media, dating sites and shopping sites all use given registration information to learn more about consumers. The more companies know about people, the better they can decide who their potential customers should be and how to reach them. Social media is communication through online...
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...Marketing Britvic Case Study – Assessment 1 1. Characteristics of the marketing concept. The Selling Concept – This concept doesn’t primarily focus on new consumer wants or desires but focuses on the selling and promotion of a particular already existing product in order to achieve the highest sales they possibly can. This technique is suited to companies who sell products which are in high demand and whose customers/consumers tastes are unlikely to change and lessen demand. The Production Concept – Companies focusing on this concept will primarily focus on achieving high production efficiency at low costs and mass distribution as they believe the consumers are primarily interested in widely available products at low prices. This concept makes sense when the consumers are more interested in obtaining the product than features. The Product Concept – Companies will study a product concept before they market the product to their customers are a lot of time and money is spent on research to ensure they reach their target market, in order to do this they must fully understand and know the product to ensure they can present the products best qualities and features. 2. Britvic’s micro and macro environment. The micro environment of Britvic consists of factors that affect their business which they have some control over. Some of these factors are suppliers, customers and stakeholders. The micro environment can mostly be considered the local environment where...
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...Segmentation, Targeting and Positioning LEARNING OBJECTIVES After reading, studying and analyzing this chapter, students should be able to understand: 2.1 The interrelationship among market segmentation, targeting, and positioning, and how to select the best target markets. 2.2 The bases used to segment consumers, including demographics, psychographics, product benefits sought and product usage-related factors. 2.3 Behavioral targeting and its key role in today’s marketing. 2.4 How to position, differentiate and reposition products. CHAPTER SUMMARY Learning Objective 2.1: To understand the interrelationship among market segmentation, targeting and positioning and how to select the best target markets. Segmentation is defined as the process of dividing a potential market into distinct subsets of consumers with a common need or characteristic and selecting one or more segments to target with a specially designed marketing mix. Besides aiding in the development of new products, segmentation studies assist in the redesign and repositioning of existing products, in the creation of promotional appeals, and the selection of advertising media. In order to be a viable target market, a segment must be identifiable (by some criteria such as demographics, lifestyles, or others), sizeable (i.e., large enough to be profitable), stable or growing, accessible (i.e., can be reached economically), and congruent with the marketer’s objectives and resources...
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...located in high traffic area where customers can be reached through advertisements such as newspaper ads. 3.1.2 Demographic Segmentation Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. Haagen-Dazs Malaysia focuses in the age and life-cycle group that are from 6-12 years, 13- 18 years and 19-40 years, from children to teenager and to adult. Besides that, Haagen-Dazs also focus on income bracket of consumers. Haagen-Dazs always provide high-quality ice cream with reasonable price to consumer. For the consumers with higher disposable income, they will buy more compare to lower disposable income’s consumers because of the purchasing power is high. In addition, gender is considers as one of the important factors when marketers of Haagen-Dazs Malaysia target their customers. Female consumers are the main group of customer for them to promote their products because female more prefer to eat dessert. Marketers also target...
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...Special Topics in Marketing Designing Customer Driven Strategies: Positioning Differentiation Targeting Segmentation Create Value for the Targeted Customers Decide on a Value Proposition Select Customers to Serve To Design a Customer Driven Strategy: * Select Customers to Serve: * Segmentation: Dividing the market into smaller groups with distinct needs, characteristics or behaviours who might require separate products or marketing mixes * Targeting: The process of evaluating the attractiveness of each segment and selecting one or more segments to enter * Decide on the Value Proposition: * Differentiation: Differentiating the firm’s offering to create a value for the target customers * Positioning: Arranging for a market offering to occupy a clear, distinctive and desirable place relative to competition in customers’ minds. Chapter One: Segmentation: Segmentation is dividing the market into smaller groups with distinct needs, characteristics or behaviours who might require separate products or marketing mixes Requirements for Effective Segmentation: * Accessible * Substantial * Differentiable * Actionable Types of Market Segmentation: * Segmenting Consumer Markets: * Geographic: Divides the market into different geographical units such as nations, regions, states, countries or cities * Demographic: Divides the market into groups based on variables such...
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...& McIntyre, S. (2009), How current targeting can hinder targeting in the future and what to do about it, Journal of Database Marketing & Customer Strategy Management, 16(1) 15-28, Retrieved on October 2,2011 from Business Source Complete Database. Part 1: Synopsis of the article: This article discusses how current targeting of customers by a direct marketing firm can result in misleading models of customer response due to the truncation of observations for the customers who are not contacted, as well as the inevitable mis-specification of the explanatory variables in the models. The authors discuss the importance of adopting a diversity of different nations’ populations and, encourage advertisers to adopt their strategy by taking into consideration groups of consumers that were not traditionally targeted, such as cultural and sexual minorities. However, the article states that while such targeting has been favorably received among the targeted minorities, it has also engendered unfavorable reactions among majority members. Part 2: Analysis of article based on the course topic: This article is relevant to the course content because it focuses on the importance of determining relative concentration of a product's consumers in mass media audiences and the vital element in targeting, as it reflects consumer motivation. As we are participating in the simulation market game, it has been very important to understand our targeting market and ensure that we are able to...
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...to the internal environment of an organisation. 3. Explain why market research and the information gathered are important to an organisation like Britvic. The Market research is important to Britvic because without the information gathered they would be unable to expand their business and generate new products that will satisfy the customers. 4. Explain how Britvic might collect and use market research information. Include one quantitative and one qualitative research technique in your response. Ask specific questions, normally by trained people, for a specific purpose. Methods include - direct questioning, face-to-face surveys, postal or online questionnaires, telephone interviews, focus groups. Advantages include getting a fast response to specific questions, competitors cannot access it, and Disadvantage is that it can be expensive. 5. Explain the process of market segmentation and targeting and the benefits of segmentation and targeting to Britvic. The first step in the process of product promotion is Segmentation. The division of a broad market into small segments comprising of...
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...increase ratings and revenue. Strengths: • TFC is the only network dedicated to fashion 24/7. • The channel appeals to women between the ages of 35 and 54. • TFC is included in the basic cable package that is in approximately 80 million households. • It is a unique market. • TFC has achieved full penetration of available households. Weaknesses: • By only showing fashion related programming, it is not a diversified market. • TFC grew too quickly and did not develop a detailed segmentation, branding, or position strategy. • Some of the members of the leadership team are resistant to change. • TFC does not target any specific viewer segments. • Customer satisfaction is declining Opportunities: • Advertisers are willing to pay more for higher rating and defined demographic programming. • There is more room for viewership for fashion specific programming. • Viewers’ demand on advertisement and network content could hold or increase the cost of advertisement. Threats: • There are other competitive channels such as Lifetime, CNN, etc. • Niche networks only get $1 per subscriber....
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...Running head: THE ROLE OF PROMOTION IN MARKETING DECISIONS The Role of Promotion in Marketing Decisions TUI University Module 3: Case Study #3 MKT501: Strategic Marketing February 08, 2012 The Role of Promotion in Marketing Decisions This Company’s Targeting and Marketing Strategy Success Part of what made this company’s targeting and marketing strategy a success comes down to what I reviewed in our reading from KnowThis.com. This article discusses that you need to know the members of your target market. In this case, as Medina (2011) covered in her article, the management staff of the casino looked around and discovered they had a large Hispanic population. This as it turned out was a shock considering that prior research suggested the Hispanic population typically don’t gamble. Since the casino already had a considerable Hispanic clientele, as KnowThis.com suggests, the casino can exploit this information to target their current customers and recruit previous and even potential customers. Another way to do this according to KnowThis.com is to use influencers on the target. The casino invested in signs in Spanish, Spanish speaking blackjack dealers, announcements in Spanish and probably one of the biggest influencers, Spanish entertainers. In Medina’s (2011) article she tells us how the casino sold out all the rooms in the hotel and had a full audience in attendance during these shows, numbers any casino in Las Vegas would kill for. The entertainers also...
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...Segmentation, Targeting, and Positioning Segmentation, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment andcommunicating that we have made the choice to distinguish ourselves that way. Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In general, it holds true that “You can’t be all things to all people,” and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. Generically, there are three approaches to marketing. In the undifferentiatedstrategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. This may work when the product is a standard one where one competitor really can’t offer much that another one can’t. Usually, this is the case only for commodities. In the concentratedstrategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. For example, Southwest Airlines focuses on price sensitive consumers who will forego meals and assigned seating for low prices...
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