Watch the video/recording of Central Media and answer the following questions:
2.1 How does Central Media Group assist their clients to move through the five steps of the decision-making process? Please provide a detailed explanation for your answer.
(5 x 1 = 5)
2.2 Which two (2) segmentation bases do OFM use? Explain the reason for your answers using the evidence the guest presenters provided.
Please include references for the research
2.1 Central Media Group assists their clients to move through the five steps of the decision-making process by offering a comprehensive range of marketing services tailored to each client's specific needs. They start by helping clients identify their marketing goals and objectives, conducting market research, and analyzing data to understand their target audience. This assists clients in the first step of problem recognition and need recognition.
Next, Central Media Group helps clients in the second step of information search by providing them with valuable insights and data about their target market, competitors, and industry trends. They also assist in evaluating various marketing strategies and tactics that could be used to reach the target audience effectively.
In the third step of alternative evaluation, Central Media Group works with clients to develop a customized marketing plan that aligns with their goals and objectives. This includes selecting the most effective channels and platforms to reach the target audience, creating compelling messaging and content, and allocating resources efficiently.
In the fourth step of purchase decision, Central Media Group helps clients implement the marketing plan and execute campaigns to drive engagement and conversion. They also monitor and analyze the performance of campaigns to ensure they are achieving the desired results.
Finally, in the fifth step of post-purchase behavior, Central Media Group provides clients with comprehensive reporting and analysis to measure the success of their marketing initiatives and identify areas for improvement. They also offer ongoing support and guidance to help clients adapt to changing market conditions and stay ahead of the competition.
Overall, Central Media Group's strategic approach and personalized services effectively support their clients throughout the decision-making process by providing them with the necessary tools and insights to make informed marketing decisions.
2.2 OFM uses demographic and geographic segmentation bases. The guest presenters provided evidence of this by mentioning that OFM offers a range of radio stations that cater to different demographics, such as young adults, professionals, and families. This suggests that OFM segments their audience based on demographic factors like age, occupation, and lifestyle preferences.
Additionally, OFM also focuses on geographic segmentation by targeting specific regions or areas with their radio stations. The guest presenters mentioned that OFM has stations in various locations across South Africa, indicating that they tailor their programming and content to suit the preferences and interests of audiences in different geographic locations.
By using demographic and geographic segmentation bases, OFM can better understand and target their audience effectively, delivering relevant content and advertising messages that resonate with their listeners.
References:
- Kotler, P., Keller, K. L., Ang, S. H., Leong, S. M., Tan, C. T., & Hiew, C. Y. (2017). Marketing Management: An Asian Perspective. Pearson Education Asia.