...Divide the market for this business offering into segments and describe each segment in detail. Make and justify a decision about which one (or more) of the market segments should be targeted. For a customer-driven marketing strategy, first, we have to segment the market, which there is no single way to do it. We should try and analysis different segmentation variables and then decide which one or which combination we should targeted. There are four major segmentation variables for consumer markets which are geographic segmentation demographic segmentation psychographic segmentation and behavioural segmentation. First, we are going to think about the geographic segmentation which dividing a market into different geographical units. Our business idea will allocated in Saskatoon, however, for the rural community are also lack of the service of acting school, so we should spreading our advertisements all over the small towns around Saskatoon which means we are focus on the Saskatoon local people and also the rural community around the city. So, from geographic segmentation, our major target would be the population from Saskatoon and rural community around the city. Second, we are going to think about demographic segmentation which divides the market into segments based on variables such as age, gender, family size, life cycle, household income. Since our business idea is acting studio which is more attractive to young people, so I think our major target would be from 15 to 25...
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...Bridging the Digital Divide in America Pseftis Angelis Ethics in Information Technology Professor Jean M Mc Kenzie University of Maryland University College Abstract Years ago people said the world was flat. Later this theory was disproved when Magellan circumvented the world in 1522. In America the expression “the world is flat” relates to us all by connecting the world to us through the use of the internet. With the internet and technology connecting all of us, it is increasingly important that people have access to the internet so they too can participate in the world around them. Technology has curved the way we live our lives on a daily basis. Social media, elections, bill paying, communication, leisure entertainment and education are all done or can be done through the use of the internet. For example, teachers use technology for educational purposes giving the kids access to use computers, smartphones, tablets and the internet to search and expand the resources from what the school has to offer. Research has proven that schools and communities that have access to the internet and computers average an income $30,000 higher than those that don’t. This is the metaphorical gap we need to bridge in the United State of America. The goal is to ensure 100% of our country has access to the internet with the skills they need to utilize it and understand its capabilities. The Importance of Bridging the Digital Divide in America The term “digital divide” is often used to...
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...An organisation cannot satisfy the needs and wants of all consumers. To do so may result in a massive drain in company resources. Segmentation is simply the process of dividing a particular market into sections, which display similar characteristics or behaviour. There are a number of segmentation variables that allow an organisation to divide their market into homogenous groups. These variables will be discussed briefly below Demographic Segmentation Demographics originates from the word ‘demography’ which means a ‘study of population’. The population can be divided into age, gender, income, and family lifecycle amongst other variables. As people age their needs and wants change, some organisations develop specific products aimed at particular age groups for example nappies for babies, toys for children, clothes for teenagers and so on. Gender segmentation is commonly used within the cosmetics, clothing and magazine industry. All Bar One within the UK have developed their bars to attract the female audience, taking opportunity of the rise in the number of women who now enjoy ‘social drinking’. In the UK we have also seen the introduction of Maxim, (www.maxim-magazine.co.uk) a male lifestyle magazine covering male fashion, films, cars, sports and technology. We have also seen the introduction of unisex cosmetic products like CK1 which works on the similarities between the two genders. | ...
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...The digital divide is an economic inequality between specific groups of people in terms of access, usage of, and ability to utilize computers and technologies. Even so, the notion of the digital divide is changing over time. When the term “digital divide” first came to, it was centered on the availability and ability to operate technology. Now because of the falling prices of technology, a bigger majority is able to gain access to some form of technology, specifically a computer. Now, the “digital divide” has a new connotation. The phrase has grown to include technological literacy and the total cost of running a computer, meaning the technical and economic ability to make full use of the technology available. This involves the access or lack or access to the Internet. The digital divide is not only an issue in lesser-developed countries, but prosperous countries have the same problem as well. These countries, even the wealthy ones, have various communities facing barriers to access a computer or the Internet, whether for economic, demographic, linguistic, or even generational reasons. By comparing the digital divide within and between different countries, ranging from the economically developed and developing, solutions can be made. The United States is one of the most developed countries and a forerunner in technological advancements for the past century. The digital divide in the US has gotten smaller over the years, but even with the low cost and easy access to technology...
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...Project Report MARKETING CUSTOMER SEGMENTATION Submitted By: Gavish Mittal (401057004) To Dr. Girish Jaiswal Thapar University January 2014 Market Segmentation Buyers in any market differ in their wants, resources, locations, buying attitudes, and buying practices. Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. Segmenting Consumer Markets There is no single way to segment a market. A marketer has to try different segmentation variables and in combination, to find the best way to view the market structure. The variables that might be used in segmenting consumer markets are geographic, demographic, psychographic, and behavioral. Geographic Segmentation Geographic Segmentation calls for dividing the market into different geographical units such as nations, regions, states, provinces, cities, or even neighborhoods. A company may decide to operate in one or a few geographical areas, or to operate in all areas but pay attention to geographical differences in needs and wants. Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and even neighborhoods. On a global scale, video game companies create different versions of their games depending on the world region in which the game is sold. For example, Capcom sells its...
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...Cultural environment The cultural environment consists of the "institutions and forces that affect society's basic values, perceptions and behaviours" (Kotler et al 1998, p882). Changes in Australian culture, and the emergence of varied sub-cultures can have a large impact on the instant coffee market in Australia. As Hugh Mackay, chairman of Mackay Research Pty Ltd stated: "Anyone who is serious about communicating with contemporary Australians...needs to understand the most contemporary trends in attitudes and behaviour." (Bradmore et al 1997, p62) Recent trends in Australia that are having a particular affect on the instant coffee market are the redefinition of health and associated anxieties about diet, fitness and stress, and the recent emergence of a young Australian coffee culture. Australians are, more than ever, concerned about their health. There is a wealth of research linking caffeine to many ailments, and thus, this is increasing demand for the 'healthy' alternative - decaffeinated products. There is also the threat the consumers could boycott coffee products all together, and switch to another beverage, such as tea, which is well known for its positive health benefits. In addition, the market for all types of coffee is benefiting from an "era of coffee in Australia...A real coffee culture is growing." (Miller 2000, p3) People are not only drinking more coffee, but becoming coffee connoisseurs. Coffee is no longer just a product, but a means of self-expression...
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...Trend Analysis - Post Demographic Consumerism | Mala Harish ETU20150222 | Abstract: There is a fundamental shift happening in the consumer behavior which is defying the traditional demographic expectation. People belonging to the same demographic are no longer acting in the same way or wanting the same products. Additionally people belonging to a particular demographic are found to be using products and services that were not primarily targeted at them. Consumers are not a big demographic monolith but are becoming more diverse in their needs and wants. This trend is triggered by the increased access to information, products and services, availability of wide variety of products and services and changing socio cultural norms that encourage people to experiment with products and ideas. Appreciating this trend and looking beyond demographics into the behavior and interests of consumers would help marketers to tap into new opportunities and otherwise ignored consumer segments. | [Pick the date] [Pick the date] ------------------------------------------------- Trend Analysis – Post Demographic Consumerism Introduction “Post Demographic Consumerism” is identified as one of the consumer behavior trends for 2015 by the research agency Trend Watching. This paper attempts to study the trend with respect to the market changes in India, which is one of the biggest emerging...
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...The digital divide Jamie R. Harris INF103: Computer Literacy Author Note Instructor: Mathias Fok October 12, 2014 The "digital divide" refers to the fact that certain parts of the population have substantially better opportunities to benefit from the new economy than other parts of the population. Internet and computer use has undoubtedly increased in the United States and the digital divide may be smaller within certain population (Neilson 2006). The digital divide separates those who are information rich on one side from those who are poor, who live in an underdeveloped country, or who reside in a rural area with no Internet access. In 1990, 22% of all homes in the United States had a personal computer. This percentage increased to 63% by 2001, and in 2004, nearly 75% of all Americans had Internet access in their homes. While this is a high number, and growing daily (especially among multiple-computer households) there are still a significant number of people without computers or Internet access, and they are getting left behind in school and in the workplace (Bowles, M.D. 2013). Although the majority of Americans now have access to broadband, too many minorities, non-English speaking populations, and members of low income and rural communities remain disconnected. Addressing this digital divide goes beyond providing access to those without it. America must do more to ensure that those who are disconnected understand the need and value that broadband can bring to...
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...case are the people. As stated above, all investors plan their investments as they seek to maximize profits, this planning is in the business sector referred to as investment planning, which by definition according to the Economy Watch, (2015) is focus on identifying effective investment strategies according to an investor’s risk appetite and financial goals. Through investment planning, one can identify the most appropriate portfolio mix. (Economy Watch, 2015) As Investors plan, they plan for a lot of issues that will affect their investments such as labour, education levels and other factors related to the people. These factors are what are known as demographic factors. One might at this stage ask what demographic factors are. To answer this question, is imperative that we firstly define what demography is and then demographic factors. This essay will therefore define demography as the statistical and mathematical study of the size,...
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...people to make it worth my while?” Certain people will be more interested in what you have to offer than others. Not everyone needs homeowners’ insurance, not everyone needs physical therapy services, and not every organization needs to purchase vertical lathes or CT scanners. Among those that do, some will buy a few, and a few will buy many. In other words, in terms of your potential buyers, not all of them are “created equal.” Some customers are more equal than others, however. A number of people might be interested in your product if it’s priced right. Other people might be interested if they simply are aware of the fact that your product exists. Your goal is to figure out who these people and organizations are. To do this you will need to divide them up into different categories. The process of breaking down all consumers into groups of potential buyers with similar characteristics is called market segmentation. The key question you have to ask yourself when segmenting markets is, What groups of buyers are similar enough that the same product or service will appeal to all of them?[1] After all, your marketing budget is likely to be limited. You need to get the biggest bang for your buck by focusing on those people you truly have a shot at selling to and tailoring your offering toward them. market segmentation The process of breaking down all consumers into...
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...customers and generate business. Another benefit of having a clearly defined target audience is that it would be easier for us how to determine where and how to market our company. Defining our target market will be the most difficult part. Once we realize whom we plan on targeting, it will be easier to determine which media use to reach them and what marketing messages will resonate with them. We can save money and get a better return on investment by when we define our target market. We will save money by sending direct mail to those who fit our criteria instead of send them to everyone in the Zip code. Demographic Characteristics Our target market should include people who share similar demographic characteristics as our current customers. Demographics include items such as age, gender, income level and amount of education (Joseph, n.d.). For example, demographic information may show you that a likely user for your product is a male between ages 25 and 34 who earns between $25,000 and $35,000 per year and has a four-year college degree. According to the research done published by Pew Research Center, there are certain groups of Americans who rely on smartphones for online access at elevated levels. 15% of young adults, aged between 18-29 are heavily dependent on smartphone use for...
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...MGMT 591: Leadership and Organizational Behavior Course Project The Impact of the Lack of Generational Diversity within a Small Company 1.0 Introduction & Overview Edge Solutions, LLC is a majority woman-owned IT solutions provider delivering superior customer service and support for impactful IT solutions that meet our customers’ business challenges across the mid-Atlantic and Southeast. Edge’s corporate headquarters office is located at 7 Old Roswell Street, Alpharetta, Georgia. This company was founded in 2008 at the kitchen table of Julie & Michael Haley. Julie’s professional background is corporate and legislative law and Michael served as Vice President and General Manager for a Fortune 500 hardware distribution company. Within a very short time, Edge started receiving notary in IT industry and business awards and professional accreditations for its business growth, level of service and expertise. In June 2012, Edge was named the 3rd fasting growing company in the nation by Inc. 500/5000. And the URL for the online site is http://www.inc.com/inc5000/profile/edge-solutions. At Edge, our team is dedicated to delivering the right solution with specific expertise in data center management, server and storage virtualization, storage management, data protection information management, eCommerce procurement solutions as well as asset and services contract management to small and midsize businesses. I am Edge Solutions’ rising Chief Information Officer (managing...
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...the reliability of the information found. Not leaving out the part, you asked about the term digital divide. This letter will end with me telling you ways to bridge the digital divide gap and I hope you will have everything you need to know on Internet and Information. According to (computer hope.com), “Most information is found on the Internet by utilizing search engines. A search engine is a web service that uses web robots to query millions of pages on the Internet and creates an index of those web pages. Internet users can then use these services to find information on the Internet”. (www. Computer Hope.com) As researched by (Robert Harris) “Information is everywhere on the Internet existing in large quantities and continuously being created and revised. This information exists in a large variety of kinds (facts, opinions, stories, interpretations, and statistics) and is created for many purposes (to inform, to persuade, to sell, to present a viewpoint, and to create or change an attitude or belief). For each of these various kinds and purposes, information exists on many levels of quality and reliability. It ranges from very good to very bad and includes every shade in between “. (Virtual salt. Com/Robert Harris) You should always know what you are looking for. Select sources that are reliable this will come with experience. “The name “digital divide” can, in fact, refer to several different phenomena. One, for example, is unequal Internet access and...
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...Performance spreadsheet. 5. Go to Cash Detail. Use the U.S. Bank statement to manually enter the cash transaction detail for the month. Do not enter any value in column E as this column is automated. 6. Go to Trades and manually enter trade information. 7. Go to Securities Detail and update column E (price) and column B (date). Find prices for column in E in the US Bank statement. Add any new securities and delete securities that were sold. Tip: To make it easy to update column E, copy over the prices you see on the statement as it is in column G. For example, price might be 98.604. Once you fill in all the prices, type 100 in any empty cell and copy it. Select prices in column G, then Alt E S and divide by. This will divide your prices by 100. You can copy these values in column E. This avoids you manually dividing prices by 100 when entering values in column...
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...multi-generation workforce. The specific focus is upon Generation ‘X’ and the Millennium Generation which are the two primary groups comprising the new workforce. Lawsson R.D. - Identifying and Managing Diversity of Workforce 216 Business Intelligence Journal January OBJECTIVE The objective of this work is to complete a research proposal on the comparison of work values for gaining of knowledge for management of the multigeneration workforce. The specific focus is upon Generation ‘X’ and the Millennium Generation which are the two primary groups comprising the new workforce. INTRODUCTION The generation that a person is born within has some impact upon that individual in terms of work styles, work values and self-image. The demographic profile of the workforce is undergoing quite a change insofar as the representation of generations and the result is that organizations are experiencing a necessity to make changes as well. The workforce will become increasingly more diverse in the future and this greatly affects the organization in its capacity of hiring and retaining employees. The literature reviewed within this study illustrates the fact that the expectations of employees differ within the generations represented in today’s workforce and unless managers have a sound knowledge-base of the needs and expectations of the organization’s employees then keeping these employees motivated may prove to be quite difficult. 2001, many intelligence agencies have experienced...
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