Question

Answer the following question in a composition of 10 to 20 sentences

Imagine that you have two alternative market segments. They're different only in their inclination to information search. Segment A does a great deal of information searching during decision making. The people in Segment B are much less active in their search behaviors. Why would both segments be good target markets? How would marketing activities directed toward each segment differ?

Answer 1

Both the segment a and segment b are good marketing target because the only thing different is their inclination to information search and other factors like preference and orientation towards the product would be similar. The needs and wants also would be same for both the target market. The only thing that would differ would be the marketing strategy in order to entice both the target segment. As mentioned segment b is less active in their search behaviours, using email marketing strategy would be a better approach. And all the detailed information related to the product should be provided in the same email. And the email should be designed in a way that holds the attention of the consumer till they go through the entire email and are completely aware of the product. So whenever the need arises for the product they will order the same product.
As mentioned segment A does a great deal of information searching during decision making, it is better to use adword marketing strategy. As Google AdWords displays the product advertisment according to the user search results.So through Google Adwords customers from segment A can be made aware of the product.