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ERIC Number: ED318386
Record Type: Non-Journal
Publication Date: 1989-Nov
Pages: 20
Abstractor: N/A
Reference Count: N/A
Effective Marketing Strategies Flow from Sound Segmentation Data.
Chen, Henry C. K.; And Others
The paper investigates the potential market segments of an upper division university in transition to 4-year status, and explores selection criteria and the influence of various information sources on the choice of university by the potential target students. Data sources for the study included a survey of 142 freshmen students of whom 120 returned usable responses as well as 250 personal interviews with sophomores graduating from area community colleges and 538 responses from a survey of 1,150 members of this sophomore group. market, defined primarily as the high school population within the primary trading zone, and the existing market, defined as all sophomores enrolled in associate degree programs at the four community colleges in the primary trading area. Criteria for selecting a university and sources of influence on the decision were determined. Marketing strategies for the university were formulated based on the findings of the segmentation analysis and the survey of selection criteria and sources of information/influence. The strategies called for an integration of efforts, adjustments of existing academic programs, the identification of target segments, the selection of appropriate media, and communication of the university's promotional messages effectively to the target audiences. The marketing effort yielded moderate success. Includes 17 references. (JDD)
Publication Type: Reports - Evaluative
Education Level: N/A
Audience: Administrators; Practitioners
Language: English
Sponsor: N/A
Authoring Institution: N/A