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17 When GPS Marketers was hired to market a new line of jewelry, they faced an uphill battle as they sought to help the jewelry company define its audience. The company owner was passionate about the jewelry, which contained rattlesnake vertebrae ethically gathered from snakes killed on roads, and felt that it should be widely marketed so the company didn't miss out on any potential customers. GPS helped the owner understand that the company's products couldn't be everything to everyone. Why was it important to help the company owner understand that focusing on target consumers would be more successful in the end? Focusing on customers with similar interests would help create a brand that was authentic and aligned closely with the company's specific values, thus enabling the company to build a loyal customer base. O The company owner needed to understand that time was better spent making products than worrying about missing out on potential customers. O Targeting customers would make the marketing campaign more successful because it would give the company owner time to expand product offerings so more people would want to buy. O Helping the company owner understand the customer base allowed the marketers time to get to know the company better and understand the owner's vision. 18 Many people experience hearing loss, and GPS Marketers was hired to design a marketing campaign for a company that developed affordable hearing aids that boosted voices over background noises. The hearing aids used Bluetooth connectivity and had rechargeable batteries-no need to constantly buy batteries. One of GPS Marketers' jobs was to identify and describe the target audience for their client. Because hearing loss is more common in older people, GPS narrowed the target audience to people who were older than 50 who experienced mild to moderate hearing loss. What insights can GPS gain now that they have defined the target audience? O Identifying the people who are most likely to buy the hearing aids will also identify consumers outside the target audience so they can be included in the marketing efforts. O Defining this core target group will help the company to develop better and more effective consumer communications that are relevant to an older population. Creating a target audience definition will help the marketers better advise the company on how to widen the target market to a younger population in the future. O Knowing the life stage of the audience will help the company develop more product offerings at a higher price based on age and affluence. 19 Based on the fact that 9 out of 10 people in the world breathe polluted air (according to the World Health Organization), a company developed a home air purifier that filters particles, indicates what is generating the most inside pollution, and serves as a fan or a heater depending on the season. Research done by the company showed that most pollution inside a home is produced by cooking, something most people do every day since everyone needs to eat to live. GPS Marketers used the research to show how the air purifier would keep a family with small children safer and healthier. Why would this marketing approach be effective? O Effective marketing uses a variety of methods to reach its target audience, and focusing on families is always a good way to connect with most consumers. O The research used to back up the marketing campaign is useful because the marketers could make the advertisements more science-based. Connecting the benefit of healthier air to children evokes an emotional reaction and allows consumers to understand how the product can make their families' lives better. Having the research would allow the marketers to answer any questions that might arise should they be challenged about the efficacy of the message. 20 Who knows how clean a water bottle is? It's pretty dark in most of them! GPS Marketers was asked to help market a new water bottle that has an ultraviolet light in the lid to kill mold, bacteria, and viruses that could remain in the bottle, even after cleaning. With a virus dominating the world news, the marketing group developed a brand positioning statement that explained the benefit of a cleaner and, thus, safer water bottle. Why was it important to explain the benefits of a cleaner water bottle? O The benefits of clean water are well known in the world. By building on this truth, the company can develop trust with its consumers and sell more products. Knowing that a water bottle is cleaner and safer educates customers, which is the purpose of marketing campaigns. The brand positioning statement that explains the compelling reason why the product was developed is crucial so that employees understand how important their work is. Explaining the benefits of a cleaner water bottle allows the company to present the reason behind the development of the product