Response to Katie Longchamp

Katie asked if it was possible to think of a specific company that uses the 'one-to-one' marketing approach rather than a mass media marketing approach, and I am unsure as to one specifically. 


However, Katie also asked if this way of marketing was beneficial to a company, which I think varies on the company. I do not think that one marketing approach, specifically focusing on the 'one-to-one' marketing approach as well as the mass media approach is always more successful than one, but rather depending on what product or service a company is using can better determining which one would be more beneficial.

For a company to use the 'one-to-one' marketing approach Katie discussed, they must be a certain type of company I feel. Katie went on to say the 'one-to-one' marketing approach means as an "individualized marketing method that utilizes customer information to build long-term, personalized, and profitable relationships with each customer" It would seem that if a company were to use this method, their mission would be to focus on having a smaller market with a much larger loyalty; maybe even implying that since their product is so specific, they do not have a need for such a large market.

Therefore I think that if a company is maybe smaller or specifically focuses on having a smaller client basis with a march larger investment in their customer loyalty, it would seem fitting to use the "one-to-one" marketing approach rather than a mass media, in hopes of building a better relationship with their customers.

Market Segmentation

This week in class, chapter 8 focuses on target markets as well as market segmenting and the importance this has when selling products. As we know, a target market is the intended market a company will aim their products towards, however, marketing segmentation is more of the process of determining a target market.

The text states that market segmentation is defined as the process of dividing a market into meaningful, relatively similarly, and identifiable segments o groups (pg. 130). The text continues to elaborate on the importance of this market segmentation when establishing a target market, however it goes even further to elaborate on the different types of segmentation.

The text explains five of these segmentations: geographic segmentation, demographic segmentation, psychographic segmentation, benefit segmentation, and usage-rate segmentation.

• Geographic segmentation is segmenting markets by region of a country or the world, market size, market density, or climate.

• Demographic segmentation is segmenting markets by age, gender, income, ethnic background, and family life cycle.

• Psychographic segmentation is segmenting markets on the basis of personality, motives, lifestyles, and geodemographic.

• Benefit segmentation is the process of grouping customers into market segments according to the benefits they seek from the product.

• Usage-rage segmentation is dividing the mart by the amount of product bought or consumed.

As you can see, the above mentioned segmentations are all different and vary widely when assisting in determining a specific target market. However, what I question is whether or not one of the market segmentations is more beneficial is establishing a target market or does it depend on the product? Or do all of the above segmentations need to be considered at once when a market is determined?