Nick knows that no single model will have universal appeal to a huge market. Rather, different models will appeal to market segments, and Auto Concepts will be sharing those segments with other able competitors that are working just as hard to develop car models that satisfy consumer needs in those segments. In other words, Auto Concepts wants to reach target markets for the models it produces without wast$-$ ing promotional dollars on those who aren't interested in a given model. For example, if the company decides to pro$-$ duce a model, a decision must be made in terms of choosing among media types $($TV$,$ radio, magazines, newspaper, social media$)$ in which to promote the product. Nick would like to know each market segment's media habits. Which TV show types do most people in each market prefer? Radio genres?

Magazine types? Sections of local newspapers? Also, the marketing department has begun spending large sums of the budget on online promotions. Nick wants to know which market segments he can reach through biogs, content com$-$ munities such as YouTube, social network sites such as Facebook, and online games and virtual worlds.

Knowing that consumers like a medium is not enough. For example, Nick may learn that the target market for a model prefers one type of magazine over another, but there are many choices of magazines within that type. Knowledge of the demographic profiles of the target market segments can be helpful in selecting one newspaper, one magazine, or one social medium for a selected market. Because all media provide information to potential advertisers on the

Endnotes

ENDNOTES $59$

demographics they reach, Auto Concepts should have a demographic profile of each market segment it attempts to target. To make the most of that information, the car$-$ maker needs information on the demographics of those who most desire each model: gender, age, size of hometown or city, marital status, number of people in family, education, income, and dwelling type.

Auto Concepts is making a major effort to reduce car$-$

bon emissions by moving to electric propulsion systems

of various types; should that effort be a prominent part of

its positioning statement in promotions? Nick gets a lot of

mixed information in the general information environment

about global warming. He wants to know what consumers

think about two issues: $(1)$ Are they taking personal respon$-$

sibility for fuel economy? $(2)$ Are they worried about global warming?

Finally, there is the Internet ofThings factor: what con$-$ nections do consumers expect and desire on the autos of the future? Do they wish for self$-$ or assisted$-$driving features, info$-$tainment $($and if so$,$ of what types?$),$ dashboard diag$-$ nostic features, or smartphone driving aids?

Assume that Nick Thomas decides to conduct market$-$ ing research and that the marketing researcher agrees with the problems stated in this case.

$1.$ State the problems.

$2.$ Write the research objective for one of your problems defined in your answer to the first question.