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Market Segmentation, Target Market Selection, and Positioning
Market Segmentation, Target Market Selection, and Positioning
Market segmentation and its role in marketing
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Marketing is anything an organisation does which is related with communicating and selling of a product or a service to an audience. “To acquire customers, satisfy and maintain a relationship with them and subsequently to generate profits for the company.” For that to be achieved, extensive research has to be carried out to target markets. Since the second half 20th century, technology has enabled marketers to have improved and more accurate ideas on how not only to measure its product or service’s success but to research into what is the most effective way to create a long lasting image, which can compel consumers to buy. For decades, marketers have heavily relied on traditional methods of research – surveys, experiments and focus groups. The results, even though it had discrepancies, were widely used to measure what consumers want and need, and to map out their attitudes. One of the issues found with the traditional methods was the belief that emotions were rarely detected by conventional research, and that has a deep influence on individual choices (McDowell and Dick, 2013). Making it clear that conventional research had to be combined with other tools to have a better understanding on how products, brands and services cause an impact in the consumers mind penetrating memories, emotions and positive experiences and transforming into customer loyalty. Neuroscience is the study of the brain and the nervous system and how its functions can influence in human behaviour and cognitive functions. Among its several areas of study, neuroimaging - a branch of medical imaging that concentrates on how the brain works, and how different activities affect it (Nordqvist, 2012). It is a field of science that fundamentally, captures what happe... ... middle of paper ... ...cial skills and intuition and it highly influences in human’s rational mind. The old brain – located at the lower part of the brain - is the structure that humans commonly share with reptiles and it is where instinct is developed. This brain area is 450 million years old, therefore does not understand any language or words (Watson, 2012). There are only six stimuli that can arouse the old brain: self-centred, emotion, visual, contrast, beginning and end of things and tangibility (Renvoise, Morin, 2007). Marketers believe that if any one or more of those stimuli are provoked in a marketing campaign, chances are it will be a successful one. According to Buy.ology writer, Martin Lindstorm, 85% of decisions consumers make, such as choosing the brand of washing up powder, are subconsciously made so marketers have stimulate consumers’ unconscious mind achieve their goal.
brain is a very complex part of the body that has everything to do with daily life and the ability to learn. As many people do not understand there are two parts of the brain and each works completely different in how one will learn and retain information. Why is the brain such a complex system and has the ability to adapt to every situation. We are going to be looking at the Left and Right side of the Brain and how each hemisphere works from the time you are a child and starting to receive information and the brain as a whole. We will also be looking into the Right side of the brain and how it learns faster as the Left side retains information. There has been a lot of research and case studies on the brain and how different people from different back grounds learn based on ethnic groups such as the American Indians and how they learn different with their brain.
... emotional and rational appeal are important. I agree mostly with the second source because although the advertisements that trigger my feelings are effective, I am also a rational person and want evidence showing the benefits of purchasing the product or service. I would like to dig deeper into this topic for my final paper to find out more strategies and how they are effectively used by marketing companies.
Many principles of Watson’s behaviorist theory are used in modern advertising. Advertisers realized the best way to manipulate consumers was through their emotions. Ads that make the consumer feel happiness, love or fear and anger will force them to formulate a decision on the product being advertised. For example, according to the Taiwanese movie ‘Twelve Nights’ directed by Raye, is about to advocate the prevention of abandonment to animals. We ask ourselves whether we love pets while watching the video or seeing the trailer. While seeing a sad-looking dog with a sappy ballad in the movie trailer, those pictures give the grief to viewers, and this sadness might cause more and more consumer to buy the movie tickets to cinema to support this film. The advertiser stimulates an emotion in the consumer in benefit of this cause.
Historically, cognitive psychology was unified by an approach based on an resemblance between the mind and a computer, (Eysenck and Keane, 2010). Cognitive neuroscientists argue convincingly that we need to study the brain while people engage in cognitive tasks. Clearly, the internal processes involved in human cognition occur in the brain, and several sophisticated ways of studying the brain in action, including various imaging techniques, now exist, (Sternberg and Wagner, 1999, page 34).Neuroscience studies how the activity of the brain is correlated with cognitive operations, (Eysenck and Keane, 2010). On the other hand, cognitive neuropsychologists believe that we can draw general conclusions about the way in which the intact mind and brain work from mainly studying the behaviour of neurological patients rather than their physiology, (McCarthy and Warrington, 1990).
When Vilayanur Ramachandran, one of the most prominent neuroscientists of our time, was asked how he came to be interested in the brain, he replied “How can anyone NOT be interested in it? Everything you call 'human nature' and consciousness arises from it”. I could not agree more. After all, the complexity and efficacy of the brain is what differentiates homo-sapiens from other species. It is where war and peace originate, love and hatred exist, religions created and destroyed; the source of our sensations, feelings, memory, action, creativity and communication; it is the epitome of humanity and the keeper of the soul. And what can be more challenging than to specialize in the human brain?
Heath (2011) believes that “… it is emotional advertising that is most effective at building strong brands” (Heath, 2011, p. 120). Using relevant research and current examples of advertisements over the last few years, this essay will aim critically assess and investigate in to what the most effective method should be used in order to build a strong brand. Firstly, it is important to discover what the consumer behaviours are in relation advertisements, what factors are included in building a strong brand and why it is important to establish this in order to communicate effectively with the brands target market. There are many debates about what is the most effective strategy used in advertisements whether it would be emotional or rational ideas.
The human brain weighs approximately three pounds and contains approximately 100 billion neurons (Farmer, 2009, p. 21). The brainstem is the oldest part of the brain and it controls important functions such as heart rate, blood pressure, breathing, and our fundamental emotions such as happiness or sadness. It also sends and receives information from the spinal cord. Above the brainstem is the thalamus, which connects to the higher cortical regions of the brain. It manages sensations such as touch. The hippocampus surrounds the thalamus and it manages spatial working memory, learning, and emotion. The cerebellum is located at the back of the brain is responsible for movement and cognitive and emotional functions. The outer region of the brain is the cerebral cortex and is divided i...
It was during this time when critics, fueled by Cold war era paranoia, claimed that “mind control techniques” were being used to persuade the public into spending. (History: 1950s) In reality, this was because of the use of motivational research. Using psychology, this allowed advertisers to appeal to their consumer’s desires for acceptance, security, sex, and success. By analyzing buying habits and people’s attitudes towards products, advertisers could gauge which ads were more successful based on brand association, color, and packaging. Advertising research has confirmed that ads “emphasizing the aroma, taste, or texture of a food product […] establish their product as the relevant one for the consumer making a choice.” (Marchand xx) By using similar techniques on non-food items, those products become associated with the primal reactions of taste and
“Anatomically and functionally, the brain is the most complex structure in the body. It controls our ability to think, our awareness of things around us, and our interactions with the outside world” (Mattson Porth, 2007, p. 823). Carol Mattson Porth described it the best; the brain is the control room in our body. The brain is the organ in our skull that tells the rest of our body what to do; our lungs to breath, our eyelids to blink, and our heart to pump blood are just a couple examples of bodily functions our brain controls. And although those controls stay constant throughout life, the brain matures and develops new tricks. Many might not know much about the brain, and many may not know what the difference is between a child’s brain and a fully developed brain especially. But this is one subject that is important and relevant; it is one of the biggest developments of the human body. The brain develops and grows immensely between being
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
Advertisers and corporations are liable for using modern and sophisticated forms of mind control to the extent level of brainwashing consumers, in order to manipulate their choices and their spending habits. Our society is being negatively impacted, by becoming a consumer driven society constantly distracted by overwhelming persuasive advertisements, as opposed to ideal informative advertisements. The most vulnerable and negatively impacted targets of persuasive advertising are the younger, less mature, and/or less knowledgeable and self-directed consumers. Ironically, it was once said “An advertising agency is 85 percent confusion and 15% commission” (Allen). It is quite clear that social benefits are not part of this equation. The harm and severe social related costs far outweigh any economic growth and benefits deemed necessary for advertising and marketing companies.
Throughout the course of history many people in time had no idea that many creatures of life had brains. With remarkable breakthroughs in technology and through human ability to take pictures of the human brain through head scans, scientists have discovered and mapped out the human brain. As neuroscientists understand how the brain works, discovery of brain-based learning has been a growing field ever since. Education is extremely important for human beings because the more educated we are as a society the better we contribute to society. Knowledge is extremely powerful and as a future educator, understanding how the brain works and developing lesson plans surrounding the inner workings of the brain will allow learning to manifest in the classroom.
These emotions as we know it can be easily be attach themselves to the human experience in theirs likes and dislikes. “In effect, advertisers over the years have blindly felt their way around the underside of the American psyche, and by trial and error have discovered the softest points of entree, the places where their messages have the greatest likelihood of getting by consumers ' defenses (Petracca and Sorapure 46).” Each day marketers discover ways in how they can get into people’s emotions in order for them to buy their products. That is why marketers already have invested over 8 billion dollars in 2006 in a new research called neuromarketing. This new research sounds very encouraging to foretell in how consumers are going to use their money (Petracca and Sorapure 110).” These researches and their new discoveries is a breakthrough in the marketing world that will change our future ideology in how we buy products and
Marketing professionals create, manage and/or enhance brands in order to create or bolster demand for the product. A successful marketing plan will help assure that consumers look beyond just the price or function of a product when making a purchasing decision, in part, a well planned marketing effort will create a “feel good” association about the product the consumer is about to purchase (Petty) A key part of a career in marketing is to understand the needs, preferences, and constraints that define the target group of consumers or the market niche corresponding to the brand. This is done by market research. This is accomplished through market research, essentially using survey techniques, statistics, psychology and social understanding to help gather information on what consumers want and/or need, and then designing products, or services, to hopefully meet ...
As shown in Figure 1 there are many different definitions for Marketing. The key is that they all share a common theme, marketing is: “Meeting the needs and wants and providing benefits for customers.”