Group items tagged

This article discusses how Whole Foods is trying to position itself as a go-to grocery store. Do you think this is a good move for Whole Foods? Do you think their position as a organic and higher end health only grocery is a better position for them?

I think loyal customers will recognize that the brand is capitalizing on helping a community grow. I think it will help the brand because it's consumers are interested in helping the community and creating sustainable environments.

I think this article is very interesting because I had the same thoughts when learning that Whole Foods was expanding into these new areas. Since Whole Foods is considered a high-end grocery store, it really made me question what its marketing strategy actually is and if they are making the right decision by entering into these markets. I truly think this will be a challenge for Whole Foods because they are dealing with a market that is not truly its target market, but if they succeed I think this will strengthen Whole Foods' brand more than any other grocer.

This article discusses how apparel retailer Onward Reserve refines its e-mail targeting process in order to maximize brand exposure and increase consumer interaction. Do you think that e-mail targeting will remain relevant in the coming years and be an effective strategy? What other methods do you see retailers using to target particular markets and segments?

This is a clever idea. Not necessarily try to sell a product in every email, but more keep the consumer engaged as to what is going on the company. I believe this will help cut back on the number of customer getting annoyed by all the emails sent out by certain companies always trying to sell something.. I believe this method should be adapted by more companies.

I think that e-mail targeting will not remain a relevant strategy. I am already overwhelmed and overlook e-mails from companies. But, if there is an innovative e-mail or heading then my interest will be met. It depends on the content and how many times I receive e-mails whether or not I open it up.

This is another article that outlines how companies target consumers by obtaining information about there interests. Many people feel that a lot of these methods of gaining information are invasive or otherwise unsettling. How do you feel about information being gathered about your consumer behavior? Do you feel that they are going too far?

This article was really interesting, creepy, and yet educational all at the same time! I'm not surprised at all that companies are using these algorithms to track our movements. Yes, nothing is safe in this world and how can anybody trust anything?! But at the same time, we as consumers need to be aware of these insecurities because you never know who has access to the Wifi connections or internet access. All of this psychological analysis is used to increase sales. Maybe they didn't want this particular example to get out that the same type of technology is used in tracking terrorists, but we should understand as potential marketers that this is just to generate sales. And because of programs such as these, we may be introduced to brands and products that could change our lives for the better.

The ad targeting is very interesting- I have definitely noticed the targeted marketing durning this project. After searching Vera Bradley for my in class project all of my advertisements on Facebook and other searches are all Vera Bradley products!

I think the article is right to a certain extent, but the example of Abercrombie is a bit extreme. Obviously, every company tries to target a specific group of consumers but does that necessarily always have to imply that its marketing strategies are discriminatory? Shouldn't a company have the right to target a certain consumer base in order to ensure a profit? Or does the seeking for profit not justify any type of discrimination no matter how small?

This article focuses on three brands who have shunned specific consumer segments. Abercrombie and Fitch, Cristal and Burberry all have experienced issues in their process of market segmentation with offending specific consumers. Is offending specific consumers an inevitable consequence that all companies/brands will have to face? Not all brands can succeed with a one size fits all type of mentality, so how and when is it alright to completely exclude consumer segments? The types of people hired at these stores go through a specific process that is also discriminatory. For example, at A&F it is commonplace for only thin and attractive individuals to be hired on. Do we have a problem with this? How would we feel if we had the opposite type of individuals assisting us?

I agree with a lot of the previous comments. While I do not think it is right for brands such we Abercrombie to expressively shun people from their stores because they are not the right size or shape or do not have the right look, I think it's acceptable for stores to segment in terms of their "target customer." Whether or not to factor in different body types or "pretty people" is a controversial question. When I worked at Hollister in high school, it was apparent that they searched for attractive people by the way they sifted through customers that came into the store, or the way they approached people in the mall. While I understand the need to segment a market and have a target customer, I do not think the people that work at these stores or the customers that shop there should all be the same.