Marketing Today

Paper Summary:

The paper answers the questions about demographic and life cycle variables in target marketing. The paper explains the roles of market research, packaging, intensity levels for distribution, building brand loyalty and life cycle product stages involved in marketing. The paper also discusses these elements in relation to several products on the market today and how the market research for these products aids in their sales.

From the Paper:

"The automobile industry increasingly targets demographic and family lifestyle variables in their marketing practices. In Texas, for example, both Dodge and Ford use demographic segmentation when they advertise to Texas truck buyers. A popular vehicle for this southern state, commercial television advertising, newspaper ads, and radio announcements project the value of this product to this demographic population. Dodge ads claim, "Better in Texas, better in a Dodge", while Ford ads claim, "Built Texas tough." Furthermore, Dodge, Chevrolet and Ford annually present new advertising campaigns that are directed to consumers that raise families. Consequently, family life cycle changes are an important consideration when these automobile companies market their popular mini vans. Ads often revolve around parents who carpool their children to many activities and who are helpful to other parents who are without this sought after vehicle."

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