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Essay / Research Paper Abstract
This 8 page paper looks at micromarketing, consider what it is and how it is used as well as whether it will it is able to take over from traditional mass media marketing or will compliment it. The paper focuses on the marketing of durable goods and used real world examples to illustrate points raised. The bibliography cites 12 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEmicromark.rtf
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Unformatted sample text from the term paper:
messages have been the same created to attract the target market in order to information and increase the potential for sales to be made. The marketing may be for a
brand or for a specific product. However with increasing fragmentation in the mediums and their receipt as well as in the way target groups can be divvied there has been
a re-examination of the value of marketing. There are many examples of companies that have subdivided their target markets in order to create more effective marketing, Tescos are well
known for having collected a large amount of their data and have managed to divided and then divide again their customers into a total of 72 different defined consumer groups.
The marketing does not use all these groups, but the individual marketing that takes place uses the data that is collected to send out personalised coupons to encourage more sales.
This marketing can be seen as very effective, it is targeted at individuals and is more likely to meet their needs. Some national chains may also undertake local marketing
with special events and different advertisements. These local marketing efforts may get more attention in the local market than the national marketing campaigns. In both cases there are smaller target
markets, which may be identified by way of different factors, such as geography, spending habits, demographics and psychopathic. The key is the greater targeting with narrow segments rather than large
broad target groups. It is worth noting that the market will not create the segments they will merely identify them (Hooley et al, 2003). This ability to target smaller
groups is known as micro marketing. It can also be argued if this is effective for small repetitive purchases then it may be even more influential when it comes
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