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Essay / Research Paper Abstract
This 6 page report discusses targeting a market for financial products. When looking at the larger financial product development framework that encompasses marketing that purchases are not necessarily about the item or service purchased. For competitive reasons, many financial institutions are becoming more inclusive in their operation and far more broad-based in terms of design of their financial products and the opportunities such products provide. Such a process extends to marketing as well. Bibliography lists 4 sources.
Page Count:
6 pages (~225 words per page)
File: D0_BWtarmar.rtf
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Unformatted sample text from the term paper:
the weekly best sellers list and the most popular television programs provide directional signals to the future. Trend expert and futurist, Faith Popcorn regularly asks her clients whether or not
they know what their customers ate for breakfast, how many kids they have, what are they thinking about and what their the three biggest concerns in life. "If the
answer is no, you dont know how to sell to them," Popcorn (1996) says. "To understand consumers, you have to know what they are eating, how they are living and
how they are shopping. Listening to the customer, understanding what he or she is all about, will help you future fit your company" (pp. 7D). Generalities, Popcorn says, are
what ultimately gives most companies grief. "Mass market is over--the future is about individualization," she explains. "We have entered a time of one-on-one or customized marketing" (pp. 7D). Target Marketing
for Financial Products It is always important to remember, especially when looking at the larger financial product development framework that encompasses marketing that
purchases are not necessarily about the item or service purchased. Of far greater interest to the consumer are the costs, the utility, and the popularity of any given item
. . . and not necessarily in that order. Shopping and consumption have become tied up with far more factors than need, utility, or amusement. Complicated issues such
as sexuality, status, and self-esteem are connected to the purchases of everything from cars to handbags. Regardless of whether such a statement is accurate for any single individual or
particular group of individuals . . . it is a fact of life in retailing, in marketing, in all aspects of human interaction for most consumers, especially those most influenced
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