Marketing Introduction

2405 Words Jan 5th, 2008 10 Pages
Marketing into

To make a product appeal to the right person, a marketer would start by segmenting the market, and then target a single segment or a group of segments. Market segmentation is segmenting markets into homogenous groups of consumers, with every group reacting in a different ways to the marketing mix. Market segments should be created in that way that difference in buyer behaviour within each segment is as small as possible. This will hopefully ensure every segment can be targeted using the marketing mix.
Organisations do this as they know people have different buying behaviours. Mass marketing is used less now as companies look to target groups that they can meet the needs of best. Also known as the 'Four Ps', the marketing
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Children are a lucrative market: "...children 12 and under spend more than $11 billion of their own money and influence family spending decisions worth another $165 billion"[14], but are not capable of resisting or understanding marketing tactics at younger ages ("children don't understand persuasive intent until they are eight or nine years old"[15]). At older ages competitive feelings towards other children are stronger than financial sense. The practice of extending children's marketing from television to the schoolground is also controversial (see marketing in schools). The following is a select list of online articles:
Sharon Beder, Marketing to Children (University of Wollongong, 1998).
Miriam H. Zoll, Psychologists Challenge Ethics Of Marketing To Children (American News Service, 2000)
Donnell Alexander and Aliza Dichter, Ads And Kids: How Young Is Too Young?
Rebecca Clay, Advertising to children: Is it ethical? (Monitor on Psychology, Volume 31, No. 8 Sept. 2000)
Media Awareness Network, How marketers target kids
Other vulnerable audiences include emerging markets in developing countries, where the public