Attached.

Running head: SEGMENTATION AND TARGET MARKETING

Segmentation and Target Marketing
Institution Affiliation
Date

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Introduction
In business, marketing is very important in terms of making profits, as this is usually
the aim of business people. Without marketing, people are not usually aware of the existence
of a certain product and thus end up not purchasing it. This may prove to be detrimental to
businesses as they are likely to make losses and have a small market share. Marketing,
therefore, creates awareness among people about the existence of a certain product,
increasing the likelihood of them making purchases (Kotler, 2015). A company that is doing
marketing should thus choose an appropriate method depending on which one suits their
needs best.
Background
Macy’s is a clothing store that deals in clothes for men and women. It has been in
existence for many years and has established its presence in the market as one of the leading
clothing stores in the world. The company has been doing well over the years until recently.
The method of marketing that the company uses is mass marketing. In this method,
organizations usually market to all the potential consumers, using a single strategy, with the
hope that they will be able to appeal to as many consumers as possible.
This method has been working effectively for Macy's over the years. This is because
Macy's is a large company that has the resources to fund mass marketing. It has therefore
been employing one strategy to reach as many people as possible. Macy's has therefore used
the shotgun method of mass marketing where it has advertised its products on television and
radio during the prime time. The advertisements are usually done at the prime time because at
this time it is believed that most people, who could turn out to be potential customers are
usually watching the television and listening to radio broadcasts (Baker, 2014).

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There has also been the use of the guerrilla method of marketing whereby innovative
ways are used to market products. The advertisements thus remain memorable in the minds
of the potential consumers a fact that could make them make purchases. With this method of
marketing, Macy’s has been able to reach a big number of consumers and has therefore been
able to make profits as well as to increase their market share. Macy’s has also been able to
save money and time as only one marketing strategy is required and thus not much money is
usually invested in different marketing strategies (Baker, 2014). The company has also been
ab...