BUS 670 Legal Environment Discussion 1 & 2

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Target Market – Unacceptable Posting 

What is wrong with saying, “My target market is everybody?” Explain the value of segmentation, and give an example in which you are the target market (see especially Chapter 4). Respond to at least two of your classmates’ postings. 

Companys shoud say what there target market is so they can focus on that group and make there marketing campaigns fit that group. The text says — “the goal is to divide the overall market into smaller market segments.” There are so many busy people out there. But just because there busy doesn’t mean that they are ok eating fast food. Lots of people are on diets, too! Companys like Uncle Ben’s and Lean Cuisine advertise healthy foods people can prepare in a pinch instead of cooking all day. 

Target Market – Acceptable Posting 

What is wrong with saying, “My target market is everybody?” Explain the value of segmentation, and give an example in which you are the target market (see especially Chapter 4). Respond to at least two of your classmates’ postings. 

Pinpointing a specific target market is vital to marketing. By doing this, marketing companies can focus on a specific group of people and adjust their marketing campaigns accordingly. If a marketing company were to make an ad that targeted everyone, it would be too general and would probably end up reaching the attention of (targeting) nobody. As stated by Clow and Baack, “The goal is to divide the overall market into smaller market segments. Then, the company can develop marketing programs and advertising campaigns for each of these smaller groups” (99). 

Many adult learners, like myself, work full-time while attending school full-time. Therefore, we find ourselves in a target market segment of busy people. In spite of time constraints, many of the people in this target market have health and diet concerns, and are therefore less-inclined to eat fast food for their meals. As Clow and Baack suggest, “the marketing team should try to decipher the needs and wants of individual groups” (99). This is exactly what companies like Uncle Ben’s and Lean Cuisine have done. The advertisements for these two companies are targeted toward the specific needs and wants of busy, health-conscious people, like myself, as they advertise healthy meals that can be conveniently prepared for people who do not have the time to spend hours cooking.

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