Paper Summary:

This marketing research study identifies appropriate target markets for future attempts to increase the visibility of the Society, by identifying specific categories of segmentation. Following careful review of secondary data sources obtained from the U.S. Census Bureau, careful "a priori" analysis is used to group residents into various segments. The paper claims that the market segments identified within it will result in a more efficient use of marketing resources for the Cumberland County SPCA. The paper concludes by recommending further research to determine the specific incorporation of these identified segments into a particular marketing strategy.

From the Paper:

"The Cumberland County Society for the Prevention of Cruelty to Animals (SPCA) faces a great challenge in attempting to increase its visibility in the County. Currently, the SPCA does not have a viable or strong public presence. Linda Catalano, the Executive Director of the Cumberland County SPCA feels that the Society is "invisible", and that many residents are unaware of the work of the SPCA."

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