Marketing Segmentation
Marketing segmentation is a way for companies to efficiently use marketing dollars to advertise their product to a specific group of customers based upon similar needs or preferences they all share. In the article, Diversity Marketing: Better Targeting of Today’s Shoppers, authors Laura Mandala and Steven Schwadron assert that the use of diversity marketing can help retailers achieve more efficient use of marketing dollars. This paper will discuss the thesis and purpose of the article, explore the key points presented, and review the conclusion and recommendation offered by the authors. Lastly, this paper will offer an assessment on the articles overall quality and usefulness.
Article Purpose and Thesis
The article was published by the International Council of Shopping Centers; the audience was shopping center landlords and tenants. The purpose for the article is "…to help shopping center landlords and tenants craft clear and pinpointed messages for specific niche markets" (Mandala & Schwadron, 2015)
The thesis of the article is that the 2007-2009 financial crisis has placed greater emphasis on the marketing ROI and these dollars must be spent more efficiently. The traditional marketing segmentation of the past, which focused in on the largely homogeneous middle-class no longer delivers the desired results and that "cultural and psychological factors are the more …show more content…
Diversity marketing is more than simply targeting racial subgroups, but rather the understanding of the characteristics of these subgroups including the attitudinal, behavioral, and demographic characteristics. (Mandala & Schwadron, 2015). Business owners who understand these subgroups are better able to penetrate into these
Marketing segmentation is a way for companies to efficiently use marketing dollars to advertise their product to a specific group of customers based upon similar needs or preferences they all share. In the article, Diversity Marketing: Better Targeting of Today’s Shoppers, authors Laura Mandala and Steven Schwadron assert that the use of diversity marketing can help retailers achieve more efficient use of marketing dollars. This paper will discuss the thesis and purpose of the article, explore the key points presented, and review the conclusion and recommendation offered by the authors. Lastly, this paper will offer an assessment on the articles overall quality and usefulness.
Article Purpose and Thesis
The article was published by the International Council of Shopping Centers; the audience was shopping center landlords and tenants. The purpose for the article is "…to help shopping center landlords and tenants craft clear and pinpointed messages for specific niche markets" (Mandala & Schwadron, 2015)
The thesis of the article is that the 2007-2009 financial crisis has placed greater emphasis on the marketing ROI and these dollars must be spent more efficiently. The traditional marketing segmentation of the past, which focused in on the largely homogeneous middle-class no longer delivers the desired results and that "cultural and psychological factors are the more …show more content…
Diversity marketing is more than simply targeting racial subgroups, but rather the understanding of the characteristics of these subgroups including the attitudinal, behavioral, and demographic characteristics. (Mandala & Schwadron, 2015). Business owners who understand these subgroups are better able to penetrate into these