## Case Study: Marketing Strategies for Libraries
The local library in a suburban town is seeking to improve its services and outreach to the community. Currently, the library serves a diverse population of 50,000 residents, with a range of interests and needs. The library aims to increase its membership and usage by implementing effective marketing strategies.
The library's marketing team has decided to use segmentation, targeting, and positioning (STP) to better understand and cater to the needs of its community. They begin by gathering data on the demographics, interests, and behaviors of the residents.
### Demographic Data:
- Age: 20% are children (0-12 years), 40% are young adults (13-24 years), 30% are adults (25-54 years), and 10% are seniors (55+ years).
- Education: 50% of the population holds a high school diploma or less, 30% holds a bachelor's degree, and 20% holds a postgraduate degree.
- Income: 40% of households earn less than $30,000, 30% earn between $30,000 and $60,000, and 30% earn more than $60,000.
### Psychographic and Behavioral Data:
- 60% of the population values education and personal development.
- 40% are avid readers, while 30% prefer digital media.
- 70% of the population uses the internet daily.
The library has a current membership of 5,000 and offers various services, including book lending, digital resources, and community events. However, the library wants to increase its membership by 20% within the next year.
### Current Marketing Strategy:
The library currently promotes its services through social media, local newspapers, and community events. However, the marketing team believes that a more targeted approach is needed to effectively reach and engage with the community.
## Questions:
### Definition of Segmentation, Positioning, and Targeting
1. What is market segmentation, and how can the library apply it to better serve its community?
2. Define positioning in the context of marketing. How can the library position itself to appeal to young adults?
3. What is targeting, and how does it differ from segmentation in marketing strategies?
### Advantages, Importance, and Disadvantages of Segmentation
4. What are the advantages of using segmentation in the library's marketing strategy?
5. Discuss the importance of segmentation in understanding the library's target audience.
6. What are the potential disadvantages of segmentation, and how can the library mitigate these risks?
### Psychographic, Demographic, Geographic, and Behavioral Criteria for Segmentation
7. How can the library use demographic data (age, education, income) to segment its market?
8. What role can psychographic criteria (values, interests) play in segmenting the library's audience?
9. How can geographic and behavioral criteria be used to further segment the library's market?
### Difference between Segmentation and Targeting
10. Explain the difference between segmentation and targeting, providing examples from the library's case.
### Importance, Advantages, and Disadvantages of Targeting
11. Discuss the importance of targeting in the library's marketing strategy.
12. What are the advantages of targeting specific segments of the community?
13. What are the potential disadvantages of targeting, and how can the library address these challenges?
### Application to the Library's Strategy
14. Based on the data provided, propose a segmentation strategy for the library.
15. How can the library use targeting and positioning to achieve its goal of increasing membership by 20%?
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