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Essay / Research Paper Abstract
An 8 page paper assessing the statement, “market segmentation and positioning are the keys to building a strategy for corporate growth.” The paper discusses segmentation and the marketing mix, using Nike as the primary example of the influence of market segmentation on business results. Bibliography lists 7 sources.
Page Count:
8 pages (~225 words per page)
File: CC6_KSmktgMktSeg.rtf
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Unformatted sample text from the term paper:
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. Thus astute marketing enables growth of the organization. The purpose here is to discuss
and illustrate the statement, "market segmentation and positioning are the keys to building a strategy for corporate growth." Demographics 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 that teen annual spending in 2000 was $155 billion and that teens earned $138 billion for themselves (Giving Kids the Royal Treatment,
2001; p. 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 and beauty products, and 30 percent earn more than
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