Marketing principles: aims, market research, target markets

🎭 Marketing and Promotion

📌 Aims of Marketing

Think of marketing as the opening act of a play. Its main aims are to:

  • 🔍 Identify what the audience (the public) wants.
  • 🎯 Attract the right people to the performance.
  • 💬 Communicate the play’s unique message clearly.
  • 📈 Build loyalty so that people return for future shows.
Exam Tip
• Use bullet points to show each aim clearly.
• Give a short example of a real play or event for each aim.

📊 Market Research

Market research is like the rehearsal where you test the script with a small audience. It helps you:

  1. 👂 Listen to what people say about similar plays.
  2. 📉 Identify gaps in the current market.
  3. 📊 Gather data on demographics, interests, and buying habits.
  4. 🔄 Adjust the marketing plan before the full launch.
Research Methods What They Reveal
Surveys & Questionnaires Direct opinions and preferences.
Focus Groups In-depth discussion on themes.
Observation & Social Media Analysis Real-time behaviour and trends.
Exam Tip
• Mention at least two research methods and explain what they help you discover.
• Relate findings to the marketing aims discussed earlier.

🎯 Target Markets

Target markets are the specific groups you want to reach, like picking the right audience for a comedy or a drama. They can be defined by:

  • 👥 Demographics – age, gender, income.
  • 🌍 Geography – local, regional, national.
  • 🧠 Psychographics – interests, values, lifestyle.
  • 🔄 Behaviour – buying habits, brand loyalty.

Example: If you’re promoting a school drama about climate change, your target might be 15‑18 year olds who are active on social media and care about environmental issues.

Target Market Profile Why They’re Important
Age 15‑18, eco‑conscious, active on Instagram High engagement potential; likely to share content.
Parents of 15‑18 year olds Gatekeepers for school event attendance.
Exam Tip
• Define at least two target groups and justify why they fit the play’s theme.
• Show how the marketing plan will speak directly to each group.

Revision

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