Target Marketing

Marketing choices are crucial components of a strategic marketing process. At this stage of planning, decisions are made in order to indicate the direction of the marketing mix not to mention the way products are going to be perceived in the market place. These marketing choises group consumers together based on common needs with the ultimate goal to affect the buying decisions of the target customers for these products, which stands for segmenting, targeting and positioning strategy.  In other words, STP is a marketing signification that associates the way to evaluate and choose a target market for specific product or service. Considering the factors related to this topic, the question of what specific consequences arise when addressing this topic must be elaborated. This research is particularly outstanding for the reader because it will analyze the STP strategy of a well-known company that produces sports equipment, which is Nike.

Segmentation and targeting are cited as being a core part of marketing strategy for any organisation. This paper examines whether the major supermarkets in Melbourne, Australia have successfully managed to segment the market and target consumers with different profiles or whether they generally have the same sort of shoppers. A sample of some 8,000 Melbourne households from the Roy Morgan Single Source Survey was utilised to profile shoppers of Melbourne’s top supermarkets by market share. The results suggest that there is little difference in profiles of shoppers across most Melbourne supermarkets. The results extend prior research that indicated competing retailers generally have the same sorts of shoppers.

The results from this study extend previous research by empirically testing the involvement based Psychological Continuum Model (PCM) segmentation procedure on sports spectators. To date, the procedure has only been verified using sports participants, although the PCM was developed with a broader range of sports consumers in mind. The validity of the procedure is confirmed using two online surveys, which gather data from spectators at both the league (n=761) and team (n=623)
level. A three-step segmentation procedure then
places respondents into the PCM stages – awareness, attraction, attachment and allegiance. ANOVA tests indicate that the four groups significantly differ from one another on attitudinal and behavioural measures for both league and team spectators. Findings suggest that the PCM is an appropriate framework to investigate fan development at both league and team levels.
Thus sports marketers are provided with a research segmentation tool capable of helping them to better understand their heterogeneous consumer bases and thus guide marketing decisions.

Global, regional and local brands all play various roles in how a business chooses to market its products/services in particular markets.  According to Johansson (2009); “A global brand is one that is available and recognized in most markets around the world.  Strictly speaking, one should define a global brand as one that is available in absolutely all countries of the world….It is also possible to identify regional brands.  These brands are well-known product brands that have different names in different parts of the world….Local brands are found in only one or two markets” (p. 435).

Marketers have the ability to influence consumers throughout the world by applying their knowledge, skill and expertise in the areas of consumer behavior, marketing programs, and the development and execution of marketing strategies.  These abilities and skills also come with a great deal of responsibility to maintain an ethical environment when influencing the numerous target markets associated with today’s global economy.  This is especially true when marketers target markets that involve children.  According to Hawkins and Mothersbaugh (2013), “society has declared that some marketing actions are clearly inappropriate.  It has done so by enacting laws and regulations that prohibit or require specific marketing actions….One basis for the concern over marketing to children is based on Piaget’s stages of cognitive development…, which indicates that children lack the ability to fully process and understand information, including marketing messages, until around 12 years of age.  This and related theories are the basis for most regulation of advertising aimed at children and, according to critics, for some marketing programs that deliberately exploit children” (p. 694).

One of the major activities a marketing manager is expected to undertake is that of segmentation, targeting and positioning the brand. This paper examines whether some of Australia’s top pharmaceutical retailers have successfully managed to segment the market and target consumers with different profiles. The results suggest that there has been little difference in profiles of consumers across most of Australia’s largest pharmaceutical chains. The results challenge whether segmentation strategies are successfully implemented.

During the last fifty years the traditional view of the American family has changed significantly.  There are many reasons contributing to the changing family dynamics that include larger percentages of women in the workplace, increases in single-parent homes, and younger generations waiting longer to engage in a marital relationship.  Today, according to Hawkins and Mothersbaugh (2013), American households follow much more complex and varied cycles….Therefore, researchers have developed several models of household life cycle (HLC).  All are based on age and marital status of the adult members of the household and the presence and age of children” (p. 189).

In the global golf ball market, in order for relatively small golf equipment companies to increase their influence, target marketing through market segmentation and development of golf ball products are necessary. In addition, in order to improve competitiveness, it is necessary to find core technological competencies of companies, intensively foster them, and apply them to products. Therefore, in this study, first, the golf ball market is segmented according to golf players. In addition, it proposes targeted marketing and advanced materials application plans based on segmentation data. Through this, it is suggested that relatively small golf equipment manufacturers can effectively enter the golf equipment market. Moreover, by proposing a golf ball using a new material, carbon nanotube, it is intended to present a method of convergence development.

The social, political and economic importance of the Lesbian, Gay, Bisexual and Transgender (LGBT) community is increasingly being recognized by what is normally referred to as mainstream society. But relatively little is still known about LGBT perceptions towards marketing and advertising campaigns that are specifically targeted at them. This paper provides a brief overview of the history of targeted marketing efforts towards the LGBT community and a limited discussion of the implications for advertisers.

Wolverhampton Wanderers is one of the world’s most renowned professional English football club which is commonly known as Wolves and representing the city of Wolverhampton in West Midlands, England. The local and global football fan support is an important factor to build the club financially and motivate the team psychologically. Nowadays, the technological changes have made easy access of electronic platform to watch the football matches among the global fan base. Due to that in the recent past, e- audiences are significantly increasing in all over the world that may help sponsors and advertisers to see a good return on their investments. Therefore, branding is most important factor among the football clubs to attract the investors in local and international market. As a part of promotion of Wolves brand, Sri Lankan Wolves was formed among the students of the University of Wolverhampton - BCAS in November 2018. This report suggests a three-year marketing plan in the period of 2019 to 2021 for the development of the Wolves brand in Sri Lanka with critical analysis in terms of marketing environments, segmentation, target marketing, positioning, marketing mix, and strategic planning.

Businesses may not be in a position to satisfy all of their customers, every time. It may prove difficult to meet the exact requirements of each individual customer. People do not have identical preferences, so rarely does one product completely satisfy everyone. Many companies may usually adopt a strategy that is known as target marketing. This strategy involves dividing the market into segments and developing products or services to these segments. A target marketing strategy is focused on the customers’ needs and wants. Hence, a prerequisite for the development of this customer-centric strategy is the specification of the target markets that the companies will attempt to serve. The marketing managers who may consider using target marketing will usually break the market down into groups and to target the most profitable segments. They may adapt their marketing mix elements, including; products, prices, channels, and promotional tactics to suit the requirements of individual consumers. In sum, this chapter explains the three stages of target marketing, including; market segmentation (ii) market targeting and (iii) market positioning.

El maíz en México representa el 74.8% de la producción de granos básicos, sin embargo para el caso de los maíces de especialidades, en particular los de colores, resulta difícil introducir productos que se diferencien y tengan un precio justo. El objetivo de esta investigación fue caracterizar al consumidor meta de estos maíces a través de los principales rasgos de preferencia para que el productor tenga mayores herramientas para ingresar al mercado y con ello aumenten sus márgenes de ganancia. Se realizaron 321 encuestas en la Ciudad de México, Estado de México y Tlaxcala. Los resultados mostraron que, excluyendo el blanco y amarillo, los colores con mayor preferencia son los de color rojo, azul y morado en productos como totopos, tortillas y botanas en presentaciones familiares. Se concluyó que los clientes meta son adultos solteros sin hijos con perfil pasivo y obediente afiliativo así como los de control interno pasivo, también los adultos casados con hijos con perfil control interno activo de nivel socioeconómico C+, C- y D+.

The paper covers marketing strategies in terms of Porter's Five Forces,SWOT Analysis,Marketing Mix (7P'S),STP Analysis,Overall market size, growth trends and future projections,Major macro and global environmental influences on the market and critical success factors in Indian Scenario.

Fokus bab ini adalah pada perilaku belanja pelanggan dan segmen pasar. Bab ini menguraikan tahap-tahap yang dilalui pelanggan untuk membeli barang dagangan dan faktor yang mempengaruhi proses belanja. Segala informasi tentang proses belanja tersebut digunakan untuk membahas bagaimana pelanggan dapat dikelompokkan dalam segmen pasar yang berbeda untuk kemudian dipilih segmen pasar mana yang akan dilayani.

Tracking and identification algorithms have been developed to track moving targets using high-range resolution (HRR) radar. Likewise algorithms exist to link moving target indicator (MTI) hits with synthetic aperture radar (SAR) images to follow targets that are in a move-stop-move scenario. Each of these algorithms have limitations in their abilities to maintain a consistent track of an object that is in a move-stop-maneuver scenario. For example, (1) there is only spatial information from which to link MTI hits with SAR data and in the other case (2) HRR track and ID algorithm would not capture stationary targets. Fusing these modes can provide for track consistency. When multiple targets exist, such as in a group tracking scenario, the spatial information to link moving and stationary returns would be difficult. The incorporation of moving HRR classification and stationary target identification information would enhance the MTI-SAR linking algorithm for multiple targets. While HRR is better suited than MTI for linking object track information to spatially stationary SAR information, the difficulty with relying solely on HRR information is that when a target goes through a maneuver in which it is turning, it may be temporarily stopped in a static-rotator case. This paper discusses an information-theory approach for identification of targets in 1-D HRR and 2-D SAR modes and its incorporation into a feature-aided tracking and ID
algorithm for tracking a target which goes through a stationary, moving, and maneuvering dynamics. Results are presented for a group of highly maneuvering targets which travel in one direction, turn, and travel in another direction from which typical kinematic tracking algorithms based on HRR information would break down.

Segmentation is essential and necessary for organizations trying to survive in the global market. Therefore, organizations that sell a product or service have to know their various target markets. Then segment their product in a way that suits each segment identified. This study aims to clarify the best methods and technique of medical consumer market segmentation in Egypt and how this can be effectively utilized to improve the organization’s sales. The researchers working in the medical supplies sector and the organizations in this sector always face the problem of whom to target. This study focuses more on the definition, bases of segmentation and this segmentation effect on the organization sales. This research will provide information about the market segmentation which will help the researcher and the organizations to identify the gap between the concept of market segmentation and how it is applied in practice to achieve a sales growth.

Segmentation and targeting are cited as being a core part of marketing strategy for any organisation.  This paper examines whether the top ten Australian Banks have successfully managed to segment the market and target consumers with different profiles.  A sample of 52000 Australian households from the Roy Morgan Single Source Survey was utilised to profile users of Australia’s top ten banks by market share.  The results suggest that there has been little difference in profiles of consumers across most Australian banks.  The results challenge the ability of financial service companies to successfully implement segmentation.

The purpose of this quantitative study was to investigate the observable patterns of online search behavior in the topic of leadership using Google Trends data. Institutions have had a historically difficult time predicting good leadership candidates. Better predictions can be made by using the big data offered by groups such as Google to learn who, where, and when people are interested in leadership. The study utilized descriptive, comparative, and correlative methodologies to study Google users’ interest in leadership from 2004 to 2017. Society has placed great value into leadership throughout history, and though overall interest remains strong, it appears that the expression of that interest may have changed over time. Key findings revealed that interest in leadership often peaks during the spring and fall seasons while dipping during the summer and the winter holiday seasons. Leadership interest also appears to be more concentrated in geographic locations that home certain universities and political arenas.

This research paper investigates ethical dilemma of Adherence in Food Marketing towards children. The children in this paper are specific to ages between 0-10. Under the UNICEF's Procedure for Ethical Standards in Research, Evaluations and Data Collection and Analysis, there must be a clear guidance prepared for children which is essentially easy to understand from a child's perspective. Children are the most vulnerable part of our society, and their health always comes first. Children are vulnerable in terms of lack of cognitive abilities to reject a product which is specifically targeted for them. Since the breakfast is the essential part of diet, our research examines what kind of breakfast nutrition's suggested for children on TV Commercials. A respectable part of these commercials targeting children are Breakfast Cereals. Most of children's media includes lots of commercials and a huge part of these commercials are related to Food Marketing. The content, however, is not relatively inappropriate because the wordings and images are child-safe, but the essential product which is Breakfast Cereal suggested for children are high in fat and sugar, also low in essential nutrition's that is the opposite of a healthy diet. The rising obesity rates among children is just the tip of the iceberg. Purpose of this research is to reveal the ethical dilemma of children targeted processed Breakfast Nutrition's. The Breakfast Nutrition's particularly focuses on Breakfast Cereals. There are two key brands this paper will discuss as Kellogg's and Nestle. These brands suggest that their products may replace a child's diet needs in terms of suggested diet values. We will discuss the ethics of marketing Breakfast nutrition's according to Ministry of Trade, World Health Organization and Ministry of Health. Within the scope of these organizations, the research will refer to legislations of TV commercials from Ministry of Trade, daily diet nutrition's from WHO and suggestions of Ministry of Health.

Henkel, the world-renowned brand for cleaning agents wanted to enter into the Pakistan but was reluctant for a full-fledged conquest. It wanted the premier brand to get the wheels rolling for complete marketing strategy. Nevertheless, it is a big question that market has many premium brands available catering the consumer needs and are being marketed rigorously and the Principal Company is not ready to invest in promotion. Companies employ various rigorous methods as well as build relationships to sell products. Therefore, the achievement of goals does not come solely from their own efforts but, especially in the FMCG sector, a huge extent of reliance must be made on the partners and ancillary entities that help spread the products and intermediate the companies with the customers and end users. This study explored if the Principal Company would be able to take part in the race without active marketing with a high competition. The f indings of the study suggest that the Principal Company needs to explore the insights of market trends particularly the existing forces and dynamics that def ine custom-ers' behaviour and the elements can be used to push products in markets.

░ ABSTRACT: In this paper, we have reviewed several social networking sites, evolution and background and significance of social media. Social networking is used as platform for various applications like: government, business, educational, political, dating and matrimonial, etc. Motivation is to examine adversarial networks and represents the activities observed by analyser. Additionally we've examined social network model and operations performed in it along with simulation and close degree algorithm, Adversarial Network analyser and analysis of vulnerabilities of an organization analysed. We examine the types of posting on social media websites and influence of posting data and privacy concerns of Facebook and twitter users. This study indicates the different concerns of users regarding posting information and its influences of user based privacy concerns. In addition we discussed several classification and clustering techniques used for data mining in online social networking sites and the market targets and parameters and analysis of different variables as per the usage of SNSs.

A free teaching case study that offers an overview of calculating efficiency of advertising spend to the high LSM socioeconomic market segment in South African print media.  Suggested solutions are available to academics only through Oxford University Press' Case Base.

The U.S. (United States) would not be the first country we would think of when it comes to social classes.  Traditionally, this discussion would involve countries like Great Britain, India and China where class systems are defined by birth and wealth.  But with that said, there is a level of social stratification that can be applied to the U.S. population.  Hawkins and Mothersbaugh (2013) state; “A number of different set of classes have been proposed to describe the United States.  We will use the one developed by Coleman and Rainwater.  In their system …. , the upper class (14 percent) is divided into three groups primarily by differences in occupation and social affiliations.  The middle class (70 percent) is divided into a middle class (32 percent) of average-income white- blue-collar workers living in better neighborhoods and a working-class (38 percent) of average-income blue-collar workers who lead a “working-class lifestyle.”  The lower class (16 percent) is divided into two groups, one living just above the poverty level and the other visibly poverty-stricken” (p. 130).

Hedef kitle, Türk Dil Kurumu’nun tanımına göre; “Verilmek istenen mesajın ulaşması beklenen topluluk veya grup”tur.
Pazarlama açısından ele alındığında, literatürde genel olarak “Pazarlama iletişimi” konusunda ele alınmakla beraber, sadece iletişim faaliyetleri dahilinde ele alınması mümkün olmayan bir kavramdır.
İletişimciler, hedef kitleyi ulaşmayı hedefledikleri ve iletişimin başarısı için önceden yapısının ve özelliklerinin tespit edilmesi gereken bir iletişim öğesi olarak ele almaktadırlar.
Pazarlamada ise konuyu pazarlama karması elemanlarını da göz önünde bulundurarak ele almak daha yerinde olacaktır. Çünkü pazarlamacı, ürünü, ürünü yerleştirdirdiği mekanı, uyguladığı fiyat ve tutundurma politikaları vasıtası ile tüketici ile iletişim kurar. Bu şekilde karma elemanları ile pazarda ve tüketici zihninde nerede bulunması gerektiğini tayin eder.

Resumen El maíz en México representa el 74.8% de la producción de granos básicos, sin embargo, para el caso de los maíces de especialidades, en particular los de colores, resulta difícil introducir productos que se diferencien y tengan un precio justo. El objetivo de esta investigación fue caracterizar al consumidor meta de estos maíces a través de los principales rasgos de preferencia para identificar un nicho de mercado potencial y ayudar a la toma de decisiones. Se realizaron 426 encuestas en la Ciudad de México, Estado de México y Tlaxcala. Los resultados mostraron que, excluyendo el blanco y amarillo, los colores con mayor preferencia son los de color rojo, azul y morado en productos como totopos, tortillas y botanas en presentaciones familiares. Se concluyó que los clientes meta son adultos solteros sin hijos con perfil pasivo y obediente afiliativo, así como los de control interno pasivo, también los adultos casados con hijos con perfil control interno activo de nivel socioeconómico C+, C-y D+.

lecture for the MFA Fine art and MFA Curating Lecture Series
SERIES 2.1: POST-CONTEMPORARY
Goldsmiths, University of London
25 January, 2016

Online users are subject to a host of automated surveillance apparatuses. Not only governmental bodies, such as NSA and GCHQ, watch; hosts of corporate and financial players monetize data, identify users, and predict future behaviour. Automated, algorithmic witnesses attempt to determine who we are, and predetermine what we see online; in doing so, they enact increasingly predictive, pre-emptive and speculative forms of control on subjects. What are the implications of these automated witnesses for artists? This talk tracks some recent developments in corporate surveillance, and asks whether, in order to respond to these new conditions, artists need to learn to see the way their automated witnesses see.

After 50 years of rapid development, today's aquaculture industry has become one of the driving forces of economic growth in many countries thanks to the increasing aquaculture production. However, less attention has been given to its growing global market demand and its contribution to relevant countries' trade potential. Turkey has achieved significant success in aquaculture production dominated by Trout (oncorhynchus mykiss), Sea Bass (dicentrarchus labrax), and Sea Bream (dicentrarchus labrax) species thanks to its geographical and biodiversity advantages. Thereby, Turkey has an exporting advantage in the face of increasing global seafood consumption demand. In this paper, we focus on the target market selection of these priority products to support the exporting potential of Turkey. Therefore, this is a multicriterion problem, and this paper aims to provide forecasting about target markets based on qualitative and quantitative criteria by combining fuzzy analytic hierarchy process (FAHP) and the technique for order preference by similarity to ideal solution (TOPSIS) methods. Seven criteria as trade balance, consumption, distance, average tariff, ease of doing business, non-tariff requirement and logistics performance index were chosen for evaluating the target markets. According to FAHP results, the trade balance criterion has the most significant effect while the distance criterion has least effect on the decision problem for ranking the target countries. According to these seven criteria, Japan is the best target market for Trout and Sea Bass while Russian Federation is the best for Sea Bream.

Privilege, es la marca con la que la familia Jaramillo se lanzó al mercado caleño, ofreciendo ropa sobre medida y talla para hombres y mujeres, con altos estándares de calidad, servicio personalizado y diseños de moda; su portafolio de productos incluye ropa formal y casual para ejecutivos(as). Esta marca, pese a no tener competidores directos, sí observaba que algunas marcas y diseñadores exclusivos se encontraban dentro del grupo de consideración de los consumidores objetivo de Privilege. La gerencia de la compañía enfrenta costos fijos elevados (ocupación de maquinaria al 50%) que afectan la rentabilidad; un nuevo punto de venta que presenta promedio de ingresos inferiores a los necesarios para su autosostenibilidad; bajo reconocimiento de marca por parte del target, competidores con gran músculo financiero y marcas altamente reconocidas con trayectoria y precios competitivos.