Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Question

3 Using the available information suggest which country (Sweden, Germany, Netherlands, Spain) and which accompanying ou were responsible for developing a communication campaign for a) an international property company b) state-of-the-art gaming console c) a shopping app. Based on: Microsoft (2012)

Things you ought to know about Pre-Family Man (PFM): 92 per cent are online across multiple devices 67 per cent don't see their friends as much as they did 75 per cent see love as a top priority'3 92 per cent use email at least once a day 55 per cent use social networks at least once a day 91 percent watch short videos online 72 per cent of PFM buy online at least once a month Microsoft has its eye on PFM, young men aged between 21-35, as they make up a large market. In the seven largest countries in Europe there are over 21 million PFM and this group is predicted to grow. Research has revealed that PFM, who is between secondary education and having a family, should not be targeted as one group. According to Microsoft, PFM is evolving, he moves from living with parents, through living on his own or with a friend, to living with a partner. During this evolution PFM has to achieve a balance between his desire for fun and the need to be responsible, has to work out how to manage the things he wants to do and to set priorities as there are always too many things he wants to do. PFM is always switched on to digital technology devices, and access to the Internet is critical for managing his busy life. However, depending on where PFM is on the evolutionary track, his priorities will vary according to which country he lives in. For example, between the age of 21 and 23 in Sweden 20 per cent of PFM are living with parents, whereas in Spain the figure is 80 per cent. Priorities are different too; in Germany 35 per cent are looking for more money, while in Sweden the figure is only 15 per cent. Career aspirations appear to be higher in Sweden with 31 per cent looking for a better job, whereas in the Netherlands the figure is 7 per cent. As technology has enabled marketers to become more informed about consumer behaviour, a complex set of rules emerge, which could give more insight into how better to serve the needs of various customers. The study by Microsoft provides guidance on targeting PFM, and suggests there are four golden rules that marketers should adhere to when targeting him: 1 Life stages-if targeting by age it is key to also factor in life stages; when PFM is living with parents, his focus is on fun and he is interested in flats to rent and sports events. For the marketer in-game advertising is very important. When PFM is living alone or with friends, marketers should target money, fashion, health and fitness websites. His priorities change when living with a partner. The focus is no longer on fun, he becomes more responsive to messages about DIY, holidays, property, cooking and money. Social media and review sites are good places to advertise to capture his attention. 2 Cultural differences-the PFM evolution goes at a different speed depending on which country he lives in; he makes use of the Internet, social media and email to stay in touch through the evolution. 3 Priorities-PFM has many hurdles to overcome during his evolution. Advertisers should be aware of these and seek to give him the information he needs to achieve different priorities. 4 Information-marketers should always aim to give PFM the right type of information he needs at the point he wants it, whether that is online, or on the move. Questions: Suggest how you would advise a company manufacturing tablet computers to communicate with PFM. Explain how the priorities of PFM change during his evolution and suggest what the implications are for marketing managers. 3 Using the available information suggest which country (Sweden, Germany, Netherlands, Spain) and which accompanying PFM life-stage you might target if you were responsible for developing a communication campaign for: a) an international property company b) state-of-the-art gaming console c) a shopping app.
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Transcribed Image Text:Things you ought to know about Pre-Family Man (PFM): 92 per cent are online across multiple devices 67 per cent don't see their friends as much as they did 75 per cent see love as a top priority'3 92 per cent use email at least once a day 55 per cent use social networks at least once a day 91 percent watch short videos online 72 per cent of PFM buy online at least once a month Microsoft has its eye on PFM, young men aged between 21-35, as they make up a large market. In the seven largest countries in Europe there are over 21 million PFM and this group is predicted to grow. Research has revealed that PFM, who is between secondary education and having a family, should not be targeted as one group. According to Microsoft, PFM is evolving, he moves from living with parents, through living on his own or with a friend, to living with a partner. During this evolution PFM has to achieve a balance between his desire for fun and the need to be responsible, has to work out how to manage the things he wants to do and to set priorities as there are always too many things he wants to do. PFM is always switched on to digital technology devices, and access to the Internet is critical for managing his busy life. However, depending on where PFM is on the evolutionary track, his priorities will vary according to which country he lives in. For example, between the age of 21 and 23 in Sweden 20 per cent of PFM are living with parents, whereas in Spain the figure is 80 per cent. Priorities are different too; in Germany 35 per cent are looking for more money, while in Sweden the figure is only 15 per cent. Career aspirations appear to be higher in Sweden with 31 per cent looking for a better job, whereas in the Netherlands the figure is 7 per cent. As technology has enabled marketers to become more informed about consumer behaviour, a complex set of rules emerge, which could give more insight into how better to serve the needs of various customers. The study by Microsoft provides guidance on targeting PFM, and suggests there are four golden rules that marketers should adhere to when targeting him: 1 Life stages-if targeting by age it is key to also factor in life stages; when PFM is living with parents, his focus is on fun and he is interested in flats to rent and sports events. For the marketer in-game advertising is very important. When PFM is living alone or with friends, marketers should target money, fashion, health and fitness websites. His priorities change when living with a partner. The focus is no longer on fun, he becomes more responsive to messages about DIY, holidays, property, cooking and money. Social media and review sites are good places to advertise to capture his attention. 2 Cultural differences-the PFM evolution goes at a different speed depending on which country he lives in; he makes use of the Internet, social media and email to stay in touch through the evolution. 3 Priorities-PFM has many hurdles to overcome during his evolution. Advertisers should be aware of these and seek to give him the information he needs to achieve different priorities. 4 Information-marketers should always aim to give PFM the right type of information he needs at the point he wants it, whether that is online, or on the move. Questions: Suggest how you would advise a company manufacturing tablet computers to communicate with PFM. Explain how the priorities of PFM change during his evolution and suggest what the implications are for marketing managers. 3 Using the available information suggest which country (Sweden, Germany, Netherlands, Spain) and which accompanying PFM life-stage you might target if you were responsible for developing a communication campaign for: a) an international property company b) state-of-the-art gaming console c) a shopping app.
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