Consumers Beware

Consumers Beware

Consumers Beware
Target markets are groups of clientele that a business has determined to aim its marketing labors and eventually its merchandise towards in hope to sell its service. A clear target market is the first building block in a marketing strategy. Merchandise, distribution, endorsement, and cost are the four fundamentals of a marketing blend approach that establish the success of merchandise in the marketplace. The main perception in target marketing is that individuals who are targeted demonstrate a strong attraction or loyalty to the particular brand. Target Marketing makes it possible for the marketer to modify their communication to the targeted group of customers in an extra attentive method. “For example, research has shown that racial similarity (Whittler, 1989), role congruence (Meyers-Levy, 1989), labeling (Tepper, 1994), intensity of ethnic identification (Williams & Qualls, 1989), shared cultural knowledge (Brumbaugh, 1997), and ethnic salience (Deshpande & Stayman, 1994) all evoke positive effects among the target market.” (Aaker, J., Brumbaugh, A., & Grier, S. 2000) Studies have shown that target-marketing strategies are compiled together from customer inferences of likeness between some characteristic of the advertisement such as a picture or language used in the advertisement and characteristics of the customer such as a certain lifestyle represented. It is quite often that this type of marketing is completed in a good manor but there are some instances that this is has been completed in a bad manor and target marketing becomes bad. Basically, there are four specific target strategies that marketers have defined to use when choosing their businesses “wanted” target market. They are mass marketing, differentiated marketing, concentrated marketing, and micromarketing. Let’s look at the types of target marketing as well as some examples that have been bad not only for the business itself but also for the consumer who could have potentially...

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