What is the relevance of the customisation-standardisation debate in international marketing strategy and how might this influence the market selection approach of both Small and Medium Sized enterprises (SME’s) and large scale enterprises (LSE’s)?
Use relevant and recent examples to illustrate your report.
Your response should be in the form of a written report of between 1,500 and 2,000 words.
Category: Advertising
Assignment Details
Not everyone is going to be interested in your product, service, or idea. Rarely does a brand appeal to every potential customer. Most companies do not want to waste budgets on advertising to disinterested customers. To interest your target audiences, you must match the opportunities with their preferences.
Various tools are used by marketers for successful advertising and publicizing their wares in the marketplace. The marketing formula of segmentation, targeting, positioning, and differentiation (STP / D) helps the marketer create a strategy that groups customers based on their likes or preferences and targets customers with specific advertising and public relations messages.
Customer Segmentation and Interests
Segmentation allows marketers to group or segment customers based on similar variables. To segment customer groups, the marketer finds commonalities in the demographic and psychographic information, along with likes and product preferences.
Calling out segmentation and targeting helps marketers pinpoint specific customers or audiences. Demographics and psychographics are two key elements of marketing that are essential in finding the right customers and matching them to your products and services.
Key Concept Snapshot: Demographics is data generated about your customer’s age, gender, education, and income—or the statistical or numeric data about your customer groups. Psychographics studies the lifestyle preferences of customers such as their hobbies, likes, and dislikes. Psychographics also studies an individual’s behaviors, attitudes, and lifestyles (e.g., hobbies, interests, or types of preferred foods).
This customer data and information helps marketers divide customers into three groups, as follows:
Primary: Frequent users of the product or service
Secondary: Occasional users of the product or service
Tertiary: New users of the product or service
All are designed to expand customer reach. To prepare for this assignment, do the following:
View this video.
Begin analyzing this scenario:
Targeting the right customers (i.e., those interested in your product or service) is key in successfully connecting what you want to sell to them. Carlos is interested in your Web site that sells a wide range of gifts, mostly for females between 18–34 years old. The name of the Web site is GoGirlGifts.com, with the advertised tagline, “We match the perfect gift to your special someone…”
GoGirlGifts.com’s primary customer profile is as follows:
Demographic profile
Age: 18–34
Gender: Female
Income: $30,000+
Education: College graduate
Occupation: Professional
Psychographic profile
Health conscious
Places importance on fashion and home décor
Avid marathoner and cyclist
Loves aromatic candles for home and office
Techno-expert
The first thing that you might notice is that the Web site is aimed more at females who want to buy stuff. However, with so many items, the secondary audience could be males and others not in the specific demographic age range. View one of the following Web sites that are aimed at this customer profile:
Apple
Magnolia | Inspiration for Life and Home | Chip & Joanna Gaines
Add the following main ideas in your 3–5-page assignment:
Begin the analysis by first segmenting your secondary targeted customer. Create a profile about Carlos, who is most likely a secondary customer. Create a profile for him that includes the following:
Gender
Age
Income
Education
Next, profile his psychographics. What does he like to do?
How would you advertise to this secondary market? List some of the key words and phrases that you might add to the advertisement (paid). List about 10–20 key words or phrases that you might use.
Write about considerations related to 1 paid media (advertising) and 1 earned media (public relations) as possible communication channels. Outline some messaging topics and ideas to reach customers such as Carlos and other possible customers like him.
What are some main ideas that you believe the company should promote to its secondary audiences to promote business and market reach? If you could help shape an idea for the company, what would you like the press or social influencers to focus on about the Web site from a public perspective?
References
Apple. (2022). Apple. https://www.apple.com
Magnolia. (2022). Shop, watch, blog, visit, & workshops. https://magnolia.com
365 Data Science. (2019, October 24). Segmentation, targeting and positioning – Learn customer analytics [Video]. YouTube. https://www.youtube.com/watch?v=Fij1aBcl_Ts
Learning Goal: I’m working on a advertising writing question and need an explanation and answer to help me learn.
What is the prime minister of Pakistan?
Learning Goal: I’m working on a advertising report and need an explanation and answer to help me learn.
Experiential marketing is the future of advertising | Layne Braunstein | TEDxFultonStreet
Press the Play button to begin.
After watching the Ted Talk “Experiential marketing is the future of advertising” write a 2 to 3 page paper of the video in APA format. Explaining alternative creative styles of advertising messages.
Answering the question, How do you persuade your customers?
Learning Goal: I’m working on a advertising discussion question and need an explanation and answer to help me learn.
Discuss advertising’s effect on the economy, including resolving the advertising = market power and advertising = information viewpoints.
200 words
Instructions:
A visual argument is an argument that mostly relies on visuals [photographs, drawings, collages, objects, etc.] to prove an argument. You may use some text in your visual argument, but you should attempt to prove your argument with visuals.
Create an 8 1/2 x 11″ advertisement.
Use Word or PowerPoint to insert and arrange images (and some text).
Decorate your advertisement however you wish, as long as all objects, pictures, etc. work to prove your argument, and are not there simply for decoration.
Your ad should not just be about your topic in general but should argue a position or side about your topic.
Make sure to also consider the rhetorical elements of visual argument that we have learned about this week while you are designing your own visual argument:
line
color
shape
size
space
value
texture
Have fun with this assignment, and be as abstract [symbolism, metaphor] or as concrete [pictures depicting events that deal directly with your topic] as you’d like.
Make sure that you have a reason behind every choice you make; everything you include in your advertisement must work to prove your argument.
Things to Keep in Mind:
Use text only when necessary. The point of this assignment is to work to make an argument using visuals.
Think about how you can use visuals to your advantage [What can you “say” with visuals that you cannot say with text?].
Think through ALL choices:
Why are you using that color?
Why are you placing that object there?
Why do you want that drawing/picture to be that size?
Do you feel that using some text is necessary?
Why? Etc.