Facts, research, segmentation
Facts, research, segmentation
Author(s): Dušan PavlůSubject(s): Economic history, Theory of Communication, Methodology and research technology, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Market research and public opinion polling; Marketing communication strategy; Target group;
Summary/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.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/2
- Page Range: 200-211
- Page Count: 12
- Language: English