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Essay / Research Paper Abstract
This 9 page paper answers questions from a student regarding marketing a PDA to businesses. The paper looks at how the market may be segmented, how marketing strategy may be formulated, the influences on the purchase decision and a brief outline of a marketing campaign. The bibliography cites 4 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEsonic.rtf
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Unformatted sample text from the term paper:
may be identified in terms of demographics or psychographics the market had to look more careful at the product and the benefits that it offers. Markets may sell products, but
consumers buy benefits. With the features that this PDA offers there are certain assumptions which can be made. PDAs do not tend to the first technological purchase, as such
the market need to be aimed at individuals who already have a positive attitude towards technology. If we have a PDA that has many games and leisure functions then
the target group may be defined more by age than if this is a product with business applications associated with it. Here we will assume that there are business associations,
and as such we may further define the market by white collar workers with the focus on professional occupations. This may also indicate marketing to commercial enterprises as well as
the self employed. In addition to this there is also likely to be a high work motivation, with the practices of working away form the office, either at home,
in private time, or on the road. There is also likely to be a cross over with ownership of other technical goods, such as mobile or cellular telephones and lap
top computers, as well as being internet users. We may also want to target early adopters, as this is a new product.
This is the target market, based mostly on psychographics, but with a cross over of demographics due to their commonality with psychographics, such as income and age. Question
2. To sell to the business market this market will need to e segmented as there will be different needs from the potential users. This will also help effective
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