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Family as a marketing segment
Describing the family as the marketing segment it would be necessary to define the role of this segment on a market. The role may be either the customer, or the promoter of the purchased goods among friends. Both these roles are rather insignificant on the background of the whole effect, but, it is necessary to mention, that the combination of these “insignificances” composes the whole effect of the success or vice versa fiasco. The definition of the family as a marketing element may be the following: family is the community, that contains either one person living alone or a group of individuals, usually but not always, who live together and whose food and other household expenses are managed as one unit.
The geographical factor includes the factors and circumstances, which define the customer’s ability, the availability of the goods, and the demand level. Thus, our family, living in the agricultural region is not able to visit fast food restaurants such as McDonald’s or TGI Friday’s. Some canned food is unavailable in our region, as farmers usually take natural and self-grown food. Talking about the demands for some types of goods, it is important to highlight, that farmers support the machinery industry, buying harvesters and other agricultural machinery. Moreover, various fodders, fertilizers are created specially for farmers.
Bookstore promotion
The process of winning back customers begins with discovering why they left. Most companies don’t know how many customers they’ve lost, much less why they left.
In order to return the lost customers, primarily, it is necessary to invent new services, or some other attractive. The lossless variant will be to deploy additional advertisement campaign. But in order the campaign was successful, the store should not have negative reputation, otherwise, the commercial breaks or advertisement banners would just irritate the goal audience. This should include all the possible means of advertisement, but the most preferable is the catalogue with the novelties, discounts and services. The additional services may be the booking of the literature that is not available over the phone. This would attract students and some researchers. Home delivery either by post or currier is rather attractive for business men and business ladies, who like reading, but do not have enough time for visiting the book stores. In this case, a booklet or a catalogue will be very useful. To win back the customers, the “cheap” advertisement will not bring success. The “cheap” advertisement means the arrangement of lotteries for drawing some old or non-demanded books.
To improve the customers’ care services, it is necessary to lead the data base with constant customers personal data, offering them special discounts, propositions, and greetings with personal celebrations (birthdays, anniversaries etc.)
Another step for improving customers’ care policy, and winning back the customers, or gain new clients, is the widening of the choice of the books. Rather essential service is the demand sending, or data base scanning of the other book stores. This cooperation will simplify the further cooperation, and probably unification for extending the chain of the stores.
The tactics of the coupons
Primarily it is necessary to mention, that the strategy of coupons have been successfully used by the tycoons of marketing. Thus, it was firstly invented by the Coca-Cola company. Coupons first saw extensive apply in the United States in 1909 when C. W. Post invented the idea to help sell breakfast cereals and other products. Today, more than 700 enterprises suggest coupon discounts. Each year, coupons produce more than 8 billion dollars in transactions within the U.S. alone.
Coupons have changed history and now new types of them may be available on-line. Online coupons are a way for enterprises to augment online sales and expand new consumers. There are lots of types of coupons such as discounts, free delivery, first-time purchaser coupons, and free giveaways. According to Prepared Foods Magazine, “Nearly one-third of Internet users are pointing and clipping their way to savings via online coupons.”
Thus, if the restaurant is planned to be opened in six months, the implementation of the coupons for the ceremonial opening. The first-time consumer’s coupon would attract the customers during the primary period of existence. The coupon strategy is successful enough only with the maintenance advertisement strategies, which should include TV, periodical or radio advertisement. Thus, the periodical one is the optimal variant, as coupons may be published there, and readers would just need to cut out the coupon.
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