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Bakery customers marketing

You are the owner of a bakery in a small (population 15,000) beach community. Your bakery earns 80% of its profits from tourists. You have decided that the way you have been doing business, just has not been working well (during the "off season" your profits drop drastically). The landscape has changed and you would like to somehow, earn at least 50% of your profits, from people who live in your community. You have decided that you need to try and figure out what your NEW target audience wants and/or needs, as it relates to baked goods. Please answer the following questions, as they relate to your bakery. Remember, all responses must be in relation to your bakery. Please choose five of the below questions to answer. When you answer a question, please write out the question number, as well as the question, prior to answering. Lastly, each response must be a minimum of 150 words in length.

1. What is the impact and importance of demographics, as they relate to your bakery?
2. What psychographic information would be important, in determining how to reach your new target audience? Please explain...
3. How might a Global Scan, help you in increasing market share?
4. What three external factors could possibly hinder your business? Why?
5. How might social stratification help your business?
6. How might Classical Conditioning and Constructivism (behavioral and cognitive learning theories) help you increase your overall profits?
7. How does the "Evolution of Consumer Behavior" help you in reaching your target audience?
8. Explain the difference between promotional marketing and relationship marketing, as they relate to your bakery.

Solution Preview

1. What is the impact and importance of demographics, as they relate to your bakery?

Knowing the demographic makeup of the target audience and the overall demographics of the area can help place the appropriate type of advertising in the best place to be viewed. Understanding how the audience thinks and what it needs can only come from the audience itself, but if a company has no idea what the demographics of the area are, they might be missing a vital part of the consumer base they could establish. Choosing a demographic can also mean success or failure. Knowing that three hundred nearby businesses have eight hundred working mothers, can help a bakery to choose quick and easy breakfast offerings, especially if they are health conscious and able to be eaten hot or cold. Also, with all those businesses, a bakery could offer special pricing on treats and cakes for events and special occasions, making them the go to baker.

2. What psychographic information would be important, in determining how to reach your new target audience? Please explain...

The information should be based on the needs of the audience. Understanding if they are people who love sweets or savories is one ways to address this. What traditions are important to the target audience? Celebrating birthdays, serving cupcakes at neighborhood parties, picking up muffins for the office, can help establish the offerings that the bakery should focus on. When one is considering demographics, the bakery may find there are a lot of children in the neighborhood and they have birthday ...

Solution Summary

A review of the special techniques used by a bakery in relation to the questions asked. Topics such as demographics, psychographics, Evolution of consumer behaviors, and culture, price, and consumers are covered.

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