FACTS, RESEARCH, SEGMENTATION
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
The paper describes the characteristics of target groups with respect to historical development of their segmentation in the first half of the 20th century and today. It examines the relationship of marketers to real facts – information about the relevant target groups – as the starting point to set out a correct marketing communication strategy. It shows data on market research in the past 10 years in the Czech Republic and on the example of two different target groups – the generation: Baby Boomers and the generation: Y/Z – documents how research surveys make it possible to analyse that target group in detail and create a sufficient thesaurus of initial findings to formulate an effective marketing communication strategy.
Authors and Affiliations
Dušan Pavlů
Keywords
Related Articles
- EP ID EP318581
- DOI -
- Views 89
- Downloads 0
PERCEPTION OF GREEN SOLUTIONS BY GENERATION Y
The paper presents results obtained from research done in SGS (Scientific Students Grant) on the topic of „Perception of the green solutions by Generation Y “. The project is focused on the perception of the green behavi...
NEW MEDIA ACTIVISM, BRANDS, NETWORKS RESPOND TO E.U. MIGRANT CRISIS
In the last years, social media represent very dominant tool not only in the field of education or sharing, information diffusion, but in a distinctive way they also begin to interfere to fundamental, every day and socia...
KNOWLEDGE MARKETING COMMUNICATION – DETERMINANT OF SALES PROMOTION
The paper deals with the exploration of the importance of marketing knowledge in relation to the choice of application of sales promotion tools to meet the marketing objectives of the offer. At the time of digital and ho...
BLOG-EFFECTIVE TOOL IN MARKETING COMMUNICATION?
The new technologies are offering new opportunities and challenges to the companies in marketing communication. Traditional marketing communication channels are still important, but on the other hand more and more consum...
THE PROBLEM OF USING MOBILE DEVICES FOR PURCHASING PRODUCTS IN THE ONLINE ENVIRONMENT
The fact that a modern consumer is closely connected with advanced technologies can not be called into question. Evidence is the ever-changing purchasing behaviour of an increasingly demanding consumer and the world offe...