Using Quality Binding Materials And Beautiful Design And Typography
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In 2010, over three million books were published in the United States (Bowker as cited in Gallagher, 2012). With such a saturation of new content in the market, it stands impossible for every beloved, classic, or quality title to remain in print. Books as we know them have existed since the invention of the printing press by Gutenberg in the mid-1400s. Undoubtedly, between then and now, numerous worthwhile titles have fallen by the wayside - out of print and out of reach to all but the most perseverant researchers. Inprint, a proposed new service, works to bring meaningful and significant out-of-print titles back into production for both the general public and for libraries wanting to expand or refresh their collections. Using quality…show more content… Marketing a product without a procedure like STP is akin to standing in the parking lot of the golf course and repeatedly trying to hit a hole-in-one on the back nine with your eyes closed. It wastes time, resources, and personal sanity. Properly implemented, a good Segmenting, Positioning, and Targeting strategy helps a business hone their marketing to a receptive audience.
First, consider a segmenting process that can help Inprint. Segmenting breaks up potential buyers into groups based on some set of criteria so they can be better understood and selected as possible market markets (Tanner & Raymond, 2014). Inprint will segment consumers by a combination of demographics, geography, and psychographics. Relevant traits to Inprint include age, income, education, social class (all demographics), region, size of city (both geographic), activities, interests, and lifestyles (all psychographics). Imprint’s product lacks universal appeal and must be positioned in front of specific segments to be commercially viable. In overview, Inprint will target the marketing of reprinted books three primary groups – large, comprehensive libraries, college-educated adults with disposable income that live near urban centers and that exhibit modern lifestyle habits, and adults of any age that work in an academic field.
Delving further into these segments and why they warrant