The correct answers are:
a- Age is the most effective criterion for a company to plan its marketing strategy. D
b- Everybody is influenced in their purchasing by who they are, and marketers target this. A
c- If a company chooses an effective strategy to target their consumers, sales can grow and even lead to the company becoming a market leader. B
d- Companies with a wide product range can be successful by targeting each product at one consumer group. C
To identify the supporting details of a paragraph, we should read the text twice, the first one to have a general idea and the second one to identify the arguments and what supports them.
<h3>First paragraph</h3>
- The argument is that every product or service aims at a group of target consumers with particular characteristics.
- The supporting sentence is: "This is because products assume some moment in the consumer's routine, culture or knowledge, or even the approval of society."
<h3>Second paragraph</h3>
- The argument is that some markets stay similar throughout life, such as food products. However, segmentation by age is still important because it allows for more precise, and therefore more effective, marketing and advertising.
- The example of the lower-fat cheese in France supports the argument:
"Some years after it first entered the French market, the brand discovered it was selling more among the over 50s, who found in this product the right balance between taste and lightness. The company decided to take advantage of this by making a TV 'infomercial' designed to interest directly the over 50s and broadcast only during the day over two TV channels with many 50+ viewers. Thanks to this strategic choice, the brand became the leader of its market sector in two years."
<h3>Third paragraph</h3>
- The argument is that there is '"A car for every purse and every purpose."
- The lines that support this are:
"When a person is young, a car must present a certain image and at the same time have room to make friends. Later, it must accommodate child seats and frequent trips to the supermarket. Afterward, it must show that one has reached a certain social status while still allowing for issues such as safety, comfort, and size. All of this matches the majority of car buyers' behavior in 2002..."
<h3>Fourth paragraph</h3>
- The argument is that age is the central criterion that drives consumer behavior.
- The explanation that supports the idea is:
" When age is used as the central criterion for segmentation, one realizes that it is in fact statistically the best way to design a reasonably accurate model of the targeted consumer. It will therefore be relatively easy for the marketing manager to think about the economic situation, financial resources, main needs as to equipment and services, preferred shops, the best time to advertise, and so on."
In conclusion, the first paragraph is supported by the idea that the purchase is conditioned by who we are. This is shaped by culture, society, and knowledge. The second paragraph's evidence is that an effective strategy to target consumers can make sales grow, like the case of the cheese commercial in two channels. The third paragraph is supported by the idea that there is a product for every consumer group. An example is the case of the different cars according to the customers' age and their necessities. Lastly, paragraph four evidence is that age is the key in a marketing strategy since, as the explanation in the paragraph says, it gives a profile according to the age and the necessities of that population.
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