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Essay / Research Paper Abstract
This 12 page paper considers the case of Pfizer, a drug company selling drugs to the cattle market. The company has segmented the market according to herd size, but this marketing strategy is now dated. The paper looks at the reasons why this strategy may be out of date and how the compnay can determine new segments and then use them to help develop a new marketing strategy. The bibliography cites 8 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEcattlm.rtf
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Unformatted sample text from the term paper:
the product, or who may be persuaded they want the product. The segmentation of a market will mean that the consumers or end users are broken down into categories that
may also mean that the services that the products or services that are marketed to them may be differentiated and targeted to that market. Pfizer have broken their market down
into three segments, based on herd size; Hobbyists are those with the smallest herds, traditionalists are those with the medium sized herds and businesses are the larger herd sizes. The
hobbyist also have other jobs and the herds are more of a sideline, where as the traditionalists are as the name suggests, using more traditionalist methods. This is the
segmentation where there are a number of characteristics that can be used to divide the market into useable groups. To consider if these are valid segments we can look to
the research that Pfizer have undertaken which indicate that although the size of the herd may be a common characteristic there are not necessarily many other commonalities that can be
used. The largest herds are likely to need the largest amount of drugs, and as such they may also be those that requires the largest amount of time spent
with them. However, if we look at the way the marketing is taking place, with the visits of the representative the rancher and then the goods are purchased from a
third party such as a veterinarian. The research has identified there are many concerns in the market pace which were not in place when the original segmentation took place
Any market is dynamic and there will always being changing needs, The goods that are sold need to accommodate these new influences otherwise they are likely to see a market
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