Example of citing sources using APA Style…
Market targeting is the process of determining which groups of buyers a company will attempt to serve in the marketplace (Cravens & Piercy, 2013). In general, market targeting is based on either segments or products (Cravens & Piercy, 2013). When segments are not easily defined it may be more effective to segment buyers based on products that are designed to appeal to their unique wants and needs (Cravens & Piercy, 2013).
Most market targeting is based on segments such as demographics, psychographics and consumption behaviors (Hess & Doe, 2013). Moreover, Hess & Doe (2013) found that advertisers who target offers on television and on the Internet to segments based on psychographic data analyses saw a 10 percent to 25 percent improvement in the efficiency of that buy.
References
Cravens, D.W. & Piercy, N.F. (2013). Strategic Marketing, 10th ed. New York, NY: McGraw-Hill.
Hess, M. & Doe, P. (2013). The marketer’s dilemma: Focusing on a target or a demographic? The utility of data-integration techniques. Journal of Advertising Research, 53(2), 231-236.
Case #3: Read the Case Study about Coppertone at the end of Chapter 5 and answer all questions at the end of the case using supporting evidence from the chapter readings, not just the case study. Due by Thursday, July 4. Be sure to review the instructions in the Discussion Forum so you might earn full credit for your work. Respond to the posts of at least 2 of your peers by Saturday, July 10.
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