When one thinks of target markets and segmenting they can usually picture the "average" shopper, who continuously purchases a certain product. Chapter 8 discusses the 80/20 principle; holding 20 percent of all customers generates 80 percent of the demand. This relates to the concept of brand loyalty. If a certain consumer has an opinion on a company and enjoys their products, for instance, Gap. Then the consumer will continue to shop and purchase Gap products. They may not need those new pair of $65 cargo pants but they try them on, fall in love then purchase them. Then their friends see how nice the pants are, they purchase the pants, the chain continues and demand goes up. The target market for Gap usually consists of many middle class individuals that demand quality products for an average price. Gap shoppers range from those in their 20's who want a trendy new top to an elderly person in their early 60's buying a new pair of khaki pants. Gap creates an atmosphere that is "family friendly" that way every individual consumer feels like they can find what they want. Gap certainly uses the concept of one-to-one marketing when they market BabyGap, GapKids, and GapMaternity. It focuses mainly on a specific individual; such as GapMaternity geared more towards pregnant women rather than a man shopping for suit pants. The company overall does a great job at establishing its target market.
How do you feel about Gap with relation to one-to-one marketing? Do you think they practice one-to-one marketing?
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