In: Operations Management
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?
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.