Assignment First

英国论文不会写怎么办:客户市场细分标准

HMV通过对两组不同的客户进行细分,可以针对两组不同的客户。第一组按照年龄进行划分,没有地域限制,第一组由13 – 25岁的年轻个体组成(Chew, 2016)。据确定,这部分人群将包括青少年、大学生和年轻的专业人士,他们受音乐的影响最大,唱片销售的可能性最大。进一步考虑年轻人是技术导向型的,从他们的购买行为中可以发现他们更喜欢在网上购物而不是在实体店(Geis, 2014)。因此,HMV需要采取电子商务营销策略,注重内容的无缝接入和即时交易,为年轻人带来使用的便利性和便利性。

英国论文不会写怎么办:客户市场细分标准

第二个目标客户群是30 – 50岁的中年人(Kotler et al., 2015)。这部分将使业务增长,因为这些客户将主要是商人,私人和公共领域的雇员和专业人士。可以认为,中年人的购买行为是线上和线下购物的混合(Mason, 2015)。研究发现,忙碌的专业人士虽然没有时间去商店,但他们更喜欢在网上购买音乐,其余的人则因为长期以来购买实体音乐的习惯而更喜欢实体店(Reimer et al., 2014)。因此,促销营销策略将适合于中年客户群体。

英国论文不会写怎么办:客户市场细分标准

There are two distinct groups of the customers that can be targeted by HMV through segmenting them. The first group is segmented on the basis of age as there are no geographical restrictions, the first group will consist of the young individuals that are within the range of 13 years to 25 years of age (Chew, 2016). It is identified that this segment will consist of teenagers, college students and young professionals that are influenced by the music the most and holds the highest probability of records sales. It is to further consider that the young demographics are technologically oriented due to which it is found from their buying behaviour that they prefer making purchases online instead of offline stores (Geis, 2014). Hence, it is required that HMV adopts e-commerce marketing strategy that focuses on seamless access to content and instant transactions to promote ease of use and convenience for the young individuals.

英国论文不会写怎么办:客户市场细分标准

Second customer group that will be targeted is the middle aged individuals with age ranging from 30 years old to 50 years old (Kotler et al., 2015). This segment will enable the business growth as these customers will be majorly businessmen, private and public domain employees and professionals. It is to consider that the buying behaviour of the middle aged individuals is a mixed of both online and offline shopping (Mason, 2015). It is found that while the busy professionals do not get time to go to the store, they prefer online shopping for music and the remaining individual prefer the brick and mortar stores due to their habit of buying physical music since long time (Reimer et al., 2014). Therefore, the promotional marketing strategy will be suitable for the middle aged customer group.