Dear MKT 305 students, As previously mentioned, the customer must be precisely d

Question

Dear MKT 305 students, As previously mentioned, the customer must be precisely defined before we begin the targeting process. One technique often used to accomplish this task is defined as a "target audience description" . More specifically, the marketing professionals describe a typical customer. Please think of a product or service that you would to market. Please think of the "Peoria Eats Shops Plays" website and app that we are helping to market for our project. To describe the customer, please answer the questions listed below in one to two paragraphs. A description is included below to help you complete this assignment. To write a target audience description we will, in essence, pluck a person from the pool that makes up our potential market and describe this person in substantial detail. To bring this person to life for the people who are charged with creating value for him or her, we will include a name, a habitat, revealing behaviors, and consumption habits. *it may help to do the week 5 summary before this assignment

1. What are you naming this person? The presence of a specific customer name as opposed to a generic category description is key to an effective target audience description. If chosen carefully, this name will automatically communicate important nuances about the target that might not be conveyed otherwise. Very often his name becomes a life point of reference for people throughout the organization when they’re making decisions such as, What would John Doe think of this packaging?

2. What is this person's habitat? It is important to construct a clear picture of where our target lives and works; the more revealing details the better. For example, a description of a Mini Cooper customer might reveal that the refrigerator is covered with pieces from a magnetic poetry kit, whereas the Ford Explorer customer has a refrigerator covered with artwork created by her three children.

3. What are some revealing behaviors? Does she walk the dog or simply let it out in the backyard? Does he keep and file his utility bills or throw them out after paying them? These types of specific behaviors say a great deal about the type of customer we are targeting.

4. What are some consumption habits? The products and services that our target customer already consumes provides another set of insights into his or her character. Does she own a hybrid or a Hummer? Does he have a Mac or a Dell?

Explanation / Answer

I would like to market a locally assembled desktop computer having features (substantial hard-disk space, high-speed good quality RAM, robust design and others) comparable to a branded one, but much lower priced. Hardware parts of the computer are easily available and hence upgradable.

The name of the person is one David Jackson living in Peoria, Illinois. He lives in the suburbs (his habitat), away from the main city area. This indicates that he preferably loves peace and quiet and also privacy. It can also mean that he has preferred to buy a cheaper house available in the suburbs compared to a more high priced one in the main city area. So he will be an ideal candidate to target my product as he may be price-conscious. Further, he owns a Ford Explorer car, which shows that he goes for utility, safety and comfort. Hence this person is more likely to buy a locally assembled desktop computer rather than a branded one, as he is expected to focus on usefulness rather than style or glamour aspect.

Regarding revealing behaviors, after visiting his house, I have observed that Mr. Jackson is well organized and keeps his files and bills in a very ordered way. Hence he is meticulous and would be one to be more easily convinced about the different features of my computer that I want to sell.

Regarding consumption behavior, Mr. Jackson has said that he has an Acer laptop, since a laptop can be easily carried by him to his workplace or even on a holiday. He does not have a desktop computer. Therefore, he is a good prospect for buying the desktop computer, which I am marketing. Moreover Mr. Jackson prefers performance and price over aesthetics (as he owns Acer brand rather than an Apple Mac). Thus there is a high probability that he will purchase a locally assembled desktop computer rather than a branded one, if I am able to convince him about its features and usefulness which he would get at a much lower price compared to the branded one. Also I would promise him excellent service at a very reasonable price.          

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