The Cable Television s Target Marketing Process - 1764 Words

The cable television market continues to shift at such a rapid pace that the identification of market segments occurs at a parallel speed to technological advancements. Shifting populations, changes in demographic age groups, and the continued development of high aped internet ready devices continue to impact the pay TV marketplace. It continues to be a challenge to both identify and predict where these groups will evolve and how their media consumption demands change. It is incumbent upon cable providers to closely examine the shifts and deep market fragmentation when designing and launching new platforms to try and satisfy as many different masters as possible. The Xfinity X1 Entertainment Operating System attempts to do just that. The first step in the target marketing process is to define the marketing segments. Within the cable television industry there are several different directions that are possible. One could consider the general percentages of television viewers as a whole, how many subscribe to cable, how many us an internet streaming video service, or what percentage reject pay television all together. This approach, however, fails to examine the subscribers that exist now, how to keep them, and how to grow the consumers within this space through optional upgrades. The most obvious approach is to segment the existing customer base by a key demographic, age. Since economic standing, technological know-how, and product availability are all contributing factorsShow MoreRelatedMKT 365964 Words   |  4 Pagessegmentation TRUE Psychographic segmentation Used by marketers to group people by values, attitudes, personality and lifestyle The first step in market aggregation is to determine the primary demand trend within the targeted market TRUE The target market for dolls designed to embody the image of a proper Muslim woman is Arab parents as well as their Arab daughters TRUE As products enter the maturity stage of their product life cycle, prices tend to rise FALSE If the supply of a productRead MoreThe Impact Of Advertising On Marketing And Business861 Words   |  4 PagesAdvertising is one of the most important things existent in marketing and business today. If businesses did not advertise, their consumers would never be informed about any services or new products that they are promoting. 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