Assignment 1: Demographics, Target Market and Lists for a Clothing Retailer
You are the marketing director of a multichannel retailer selling clothes for
children up to age 13. These are high-end products, with an average order of
$100 plus. You sell through retail, catalogs and a web site. Although you have a
lot of transactional information about your customers (products purchased,
amount of purchase, purchase date and historical customer/order data, you don’t
know very much about the demographics of your customers.
Up to now, the catalog has only been mailed using response lists of direct mail
buyers of similar products. You have exhausted the list choices, and must make
some decisions about going beyond response lists and testing new lists for your
The questions that you need to answer are:
1. How would you learn about the demographics of your customers?
2. Specify what you believe would be a good target market and why.
3. What other kinds of lists would you test, beyond existing customers and the
sources that have already been used? ? Be specific in how they relate to
your target market.
4. What list segments would you test in the next mailing?
5. Can you find lists that include postal address as well as e-mail address to
execute a multichannel marketing campaign? Provide a specific list vendor
who might be able to provide the lists necessary.
Remember to support your answers with reasons for why your solutions
are the best.
This assignment is due on Sunday, 6/8/2014.
Format: Use a question and answer format (first state the question, then provide
your answer) in 12-point font using 3-4 pages, double-spaced.
This assignment must be submitted to Turnitin prior to submitting to the course
assignment folder. Please post the Turnitin match percentage on the
This assignment is worth 50 points, which is 10% of your grade. The purpose of
this assignment is for you to take the concepts that have been presented in the
course and apply them to a practical problem. You will receive more points
based on how well your answers reflect your understanding of the material
presented and how well you can apply it.
Some Hints on completing the assignment:
The class module and textbook readings contain a wealth of information about
lists, sources of lists and processes for finding, developing and evaluating them.
This should be a starting point. You may need to go to the Internet to identify
additional list sources and what they can provide.
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