留学生Essay写作—向儿童营销的挑战

1、http:/ 留学生论文专业定制代写网站留学生Essay写作向儿童营销的挑战Creating outstanding products and programs to win marketplace is not an easy job.Specialists in marketing have to develop comprehensive research plans,carry out market researches,analyze the data collected and finally come up with marketing plans that target specific consumer segments. Finding out about human psychology,their preferences,choices and appeals are not only difficult but at times disappointingly inaccurate.Yet marketers today consider themselves

2、 experts in such endeavours,and are capable of achieving the almost impossible marketing objectives.As if these aspects of marketing are not difficult enough,in modern-day marketing field there is a niche in which the marketers have to deal with children.The most difficult task is perhaps the determination of the choices and preferences of these fickle individuals who are still developing,absorbing the environment and learning to become like their adult counterparts.The task of marketing to chil

3、dren is not only daunting but also critical for many businesses such as Nike,Microsoft,Johnson& Johnson,Disney,Pepsi,Sega,Kellogs and Mattel to name a few.These companies go through extensive research and consultancy to get to the untapped market of child consumers.One such example is evident in Dan S.Acuff and Robert H.Reihers(1998) Youth Market Systems.According to the authors the development of outstanding products and programs to win childrens marketplace is entirely different from the rest

4、of the market segments.For this purpose they invent a marketing process called Youth Market Systems.The System ensures marketers consider all aspects of marketing to children or teens for any category of goods or services that companies want to sell.There Isa great need for a system of analysis and interpretation as the authors feel that information pertaining to cognitive,emotional and social needs of age groups could transform the programs or product features that target them.Acuff and Reihers

5、(1998)strategy merely opens a window to the world of advertising to children.As one investigates the categories of products and services that are available to young children,one also tend to develop the consistent belief that children are a separate kind of consumer group and must be treated differently,from advertising to the designing of products.All these efforts no doubt are valid and justified in their own place and position,however a niggling thought crosses the mind when one observes the

6、various approaches and efforts that marketers adopt to reach out to the vulnerable youth consumer segment.There are reasons for these tactics. Acuff and Reiher record approximately$1 billion annual gross revenue for Mattel Incorporated that sells Barbies.There are others such as Garfield, He-Man,Cabbage Patch Kids,Power Rangers,LEGO,GI Joes and a myriad of upcoming products invading the market with the sole purpose to tap on these young consumers who are bound by childish emotions and penchant f

7、or toys and games.Schemes and strategies are being devised to win over these young consumers for highs takes amounting to billions of pounds.What is more,advertising and marketing to children does not only involve the youngsters but their parents also.For example the Youth Market System identifies parents,grand parents and other close family members as the most influential on childrens purchasing decision.Exploring this group is critical because they are the ones who have control over the wallet

8、 and it is on them that children are dependent.The complexity in children marketing therefore lies in attracting both the youngsters and appealing to the parents.A winning formula must be developed to attract both the parents and children.The complexity of this formula makes success rate low which induces marketers to resort to all kinds of schemes and strategies to achieve their desired target,including crossing the line of ethics especially in the field of advertising of children related produ

9、cts(Acuff and Reiher 1998).Scholars and parents alike feel that there are no avenues that advertisers and businesses will not exploit to reach to the young consumers. Exploitations through mental,moral and physical developments of children are common.The strategies to target children involve creation of wants to satisfy the impulse rather than actual needs.For example consoles such as Mattels Hot Wheels,and Barbies fashion collections are not really required by children but wants created by advertisers and marketing campaigns.Long term needs satisfaction has been replaced by short term needs.They are not the only ones exploited.Their parents are also plagued with different kinds of created needs for their children such as the well being;status symbol;and their selfish need to have their child preoccupied with the multitude of products and free them from child responsibilities.These aspects portray not only the ugly but also the unet

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