Marketing Report 02

It is, after all, important to build a strong connection with the consumers and show them that their involvement is important while making it of ease for them. Again, it has been said that “The level of consumer involvement is perhaps the most significant determinant in classifying buying decisions. Involvement is the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior.” (MKTG, Lamb, p. 67). I wanted to make the consumer’s involvement with this product be a primary focus. Making the involvement appear to be second nature and come of ease to the consumer seemed like it should have been paid particular attention to. It seemed like I would have been using a broad target span if I was trying to get everyone into this at once and that I should consider narrowing down my aim. One thing I had to keep in mind when it came to that aspect was that “With a concentrated targeting strategy, a firm selects a market niche (one segment of a market) for targeting its marketing efforts.” (MKTG, Lamb, p. 107). I realize that not everyone would have a direct need for this product and had to then decide what my primary target would be for this. “The age and family life-cycle stage of a consumer can have a significant impact on consumer behavior. How old a consumer is generally indicates what products he or she may be interested in purchasing.” (MKTG, Lamb, p. 75). It seemed like my main target to consider would be those who had to deal with school and/or work along with musings of their everyday lives and would need a quick boost whenever it might be needed. Considering that, it would seem as though I was creating a specialty product of some form. As it’s said, “When consumers search extensively for a particular item and are very reluctant to accept substitutes, that item is a specialty product.” (MKTG, Lamb, p. 132). Looking at it in that regard, I would have to be aware of how I marketed this and how the advertisements would go.