January 2014
Intermediate to advanced
405 pages
17h 8m
English
Content preview from Marketing Management: The Big Picture
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
chapter six
TARGETING
“… and moreover conjure you by that object which of all others in this life you have most loved, or are most in love with, to tell me who you are …”
Cervantes Saavedra, M. de. (1793).
The History and Adventures of the Renowned Don Quixote, 6th ed. corr. London: Printed for A. Law, W. Miller, and R. Cater. Vol.1, p.169.
After studying this chapter you should be able to:
- Explain the benefits of understanding the target audience
- Create benefit plots to identify areas of strategic opportunity
- Describe the purpose of the target audience description
- Draft a complete target audience description
- Integrate targeting with other strategic decisions of the firm
Target Stores: Increased Profitability through Accurate Targeting
Most of our consumer-products purchases are driven by routine rather than conscious choice. Such accurate targeting of us during the brief periods when we may change our habits can lead to a gold mine for marketers. Researchers have found that key periods of cognitive awareness occur around big life changes, among which perhaps none is more important than the arrival of a new baby. Tired new parents look for easy ways to consolidate tasks, and for a “one-stop-shop” retailer like Target, calculating how to capture this population can mean attracting a whole new group of people who might flock to Target for years to come.
To reach this goal, ...
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Read now
Unlock full access
More than 5,000 organizations count on O’Reilly
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.