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Essay / Research Paper Abstract
A 5 page paper discussing the value and use of demographic information in marketing goods and services. It is the study of human demographics that enables astute placement of marketing funds and brings promise of greatest return. The purpose here is to support this statement and to provide some concrete examples of its truth. Examples include Nike and Wal-Mart. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgDemogra.rtf
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Unformatted sample text from the term paper:
segmentation allows marketers to more efficiently place its financial resources for the greatest potential return. Products for the elderly hardly need to be advertised during "Sabrina the Teenage Witch;"
diaper commercials likely will not be seen during the Super Bowl. Proper positioning allows the organization to gain the greatest return on its marketing dollars, which is the result
that marketers seek when pursuing their chosen market segments. It is the study of human demographics that enables this astute placement of marketing
funds and brings promise of greatest return. The purpose here is to support this statement and to provide some concrete examples of its truth. The Value of Demographics Research
One market segment that is of continuing interest to marketers is that which includes teens of all ages. Teens 15-19 are more
attractive to marketers than ever before. Teen Research Unlimited (TRU), a market research firm, reported in August 2003 that teen annual spending in 2000 was $155 billion and that
teens earned $138 billion for themselves (Giving Kids the Royal Treatment 28). This discrepancy in spending and earning comes from family resources being dedicated to teen use of course,
which also is of importance to marketers. Further, older teens are close to adulthood, and they can be expected to continue to buy many of the same brands that
they bought as teens. Marketers seek to keep customers once theyre gained, and it is advantageous and more efficient to follow a demographic group as they age if the
product can translate to use by different age groups. Research indicates that teens influence more than half of all brand choices, "including health
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