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Market segmentation: Article review
According to the advertising and marketing trade publication Ad Age, despite the commonly-embraced concept of consumer segmentation, the 21st century may oversee the death of this method of market analysis. First and foremost, "the rather static definition of consumer segments is becoming less reliable in our extremely volatile society, especially in today's economic climate" (Fassnacht 1). In other words, identity segments are changing faster than marketers can build coherent new market segment definitions. As soon as a campaign is generated, it becomes irrelevant. Additionally, the volatility of modern society means that consumer's self-definitions have become far more complex. Consumers today are very resistant to being pigeonholed. The "feel, rightfully, that they belong to a multitude...
They can be the professional executive in the morning, the boyish sports fan in the evening, the churchgoing father figure on Sunday" (Fassnacht 1). Some advertisements have attempted to embrace this complexity (by showing 'cool moms,' for example, or executives that enjoy going off-road in rugged SUVs). But it can be challenging to determine what multiple identities a likely target consumer fully embraces when creating a holistic advertising campaign based upon the concept of segmentation.
Finally, consumers now, in the age of the Internet, have much greater power to self-select advertisements. They can easily click away from advertisements that do not interest them and can also choose to experience content very quickly that might not be associated with their general demographic. This increases the breadth of potential consumer experiences on one hand but also means that consumers can choose to narrow their range of…
Works Cited
Fassnacht, M. "The death of consumer segmentation?" Ad Age. Web. 13 Apr 2009. 4 May 2014.
http://adage.com/article/cmo-strategy/death-consumer-segmentation/135961/
popularity of foreign restaurant: consumer attitude and behavior toward foreign cuisines in Bangkok Thailand as a tourist destination Thailand has become a tourist destination hotspot for its scenic beauty, the humble nature of their people, and the relative value of foreign currencies relative to the baht. According to EIU ViewsWire (2003), "Growth in the tourism industry in recent years was the result of the depreciation of the baht against non-Asian currencies
Macabre Marketing: Forest Lawn Macabre Marketing Forest Lawn and the entrance of 'dark tourism' in Los Angeles "Crypt For Sale: overlooking ocean by private owner" reads the ad. A classified post in the sea of advertising in the Megalopolis of Los Angeles, the mortuary market is significant in terms of combining funerary services with the delicacies of celebrity thanatourism. It is an underestimate to argue that Southern California's cemetery real estate is at
The Foundation called specific attention to the prospect of institutional and policy-level strategies to increase the participation of under-represented minorities in the health professions. In response, the Institute Committee on Institutional and Policy-Level Strategies for Increasing the Diversity of the U.S. Healthcare Workforce came out with a report, entitled "In the Nation's Compelling Interest: Ensuring Diversity in the Health Care Workforce." The Committee consisted mostly of academicians, two of
Dockers is a Levi Strauss brand that was initially launched in 1986. Throughout the 1990s Dockers rode a wave of success as business casual gained acceptance in the workplace, and khakis became the pants of choice in mens casual wear. Dockers was at the forefront of the business casual movement and its brand became synonymous with khakis. Such success spurred brand expansion; in 1998 Dockers launched a line of clothing
It was especially effective when evaluated for the specific demographic segmentation the organization was targeting. Young adult males were particularly inclined to watch the commercial, thanks to the buxom, bikini-clad beauty as the star. In addition, young adult females were more likely to relate to the star of commercial, more so than if they had cast a middle-aged housewife. Although these demographics were more likely to watch the commercial,
E-marketing has become an essential part of the marketing strategies for corporations around the globe. Organizations must find innovative ways to market their products through the technologies of the 21st century. The purpose of this paper is to discuss the integration of e-marketing strategies into the overall marketing plan of Dresser-Rand which sells parts and energy solutions for the compressor industry. Our discussion will focus on understanding e-marketing. We will