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Essay / Research Paper Abstract
This 6 page paper provides a general overview of marketing practices and principles. The ideal customer is described and a sample print advertisement for a new product is created. General marketing strategies are explored and the way in which marketing affects an organization and vice versa is explained. Bibliography lists 5 sources.
Page Count:
6 pages (~225 words per page)
File: RT13_SA006Mkt.rtf
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Unformatted sample text from the term paper:
purchasing things that they really do not need. Such a customer can be easily lured by savvy salesmen and correctly placed items. These types of customers regularly buy things off
of the end caps in stores, and are responsive to strategically placed, impractical items. Above all, the ideal customer is trusting, doesnt comparison shop and is responsive to every sales
pitch; further, they would have unlimited financial resources. Of course, no true ideal customer exists. Thus, one might want to create an "ideal customer" profile from an existing customer base.
The qualities one looks for in terms of what an exemplary client is, varies from business to business. Anderson (1998) suggests that a business owner or manager survey their
present customers through either direct mail or by telephone. An offer of a special gift or coupon may be appropriate in exchange for their help (1998). By interviewing existent customers,
one can get information to create a customer profile. Thus, by going through the process, someone wanting to improve their business will be able to create an "ideal customer profile
" (1998). Those existent customers who fit a profile are the ones a business owner will need to reactivate in a systematic and energetic way (1998). Old customers can
be approached in new ways, but more importantly, with a profile, a target market can be created. For example, if one runs a toy store, and it is found that
more three to eight year olds frequent the store with their parents than an older demographic, the owner may decide that the store has an appeal to a young group.
Thus, he or she may use the customer profile to arrange activities. Perhaps the owner might hire clowns or magicians to appeal to that market segment. Thus, in the end,
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