Critical Evaluation of Target Markets that Google Appeals

Running head: MARKETING
Global Marketing
Name of the Student:
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1MARKETING
Table of Contents
Critical Evaluation of Target Markets that Google Appeals...........................................................1
Critical Analysis on Why Google Chooses Umbrella Brand Strategy. Weakness of Using the
Strategy............................................................................................................................................2
References:......................................................................................................................................4

2MARKETING
Critical Evaluation of Target Markets that Google Appeals
According to Haider et al. (2017), the means to effective marketing campaign lies in
maximization of the return on its investment. The goal of every marketer lies in spending lowest
amount of the money necessary for generating the possible revenue (Nagle and Müller 2017).
This makes targeting so vital. Irrespective of the greatness of the product, it never creates an
appeal for everyone. For this particular reason, marketing dollars should not be wasted on the
consumers who are quite unlikely in buying the product. Instead, the company should narrow
down on smaller segment of population that will remain more interested in the product. This
particular segment is known as the target market. Identification of the narrower target segment
becomes easier with the current advances in the data collection and the technology. This enables
the marketers in optimizing the particular consumer populations. In fact, they can make use of
the strategies of target marketing for reaching the customers.
Google has various products or applications running on the internet. According to the
marketing director of Google, its products appeals to everyone across the planet (Steinhoff and
Palmatier 2016). Google targets the day to day consumers ranging from students to consumers
through its product known as Google search engine. It also target business through products
Google Adsense, Google Hangouts and Google Adwords. Google Adsense represents a free
service for the business which publishes a webpage. When a business already have a webpage, it
can generate money through simply ensuring the web-dependent publishers in posting
advertisement on its site. Google Hangouts on the other hand, allows the business to connect face
to face with the employees placed in remote locations or conduct meetings with the overseas
colleagues. Google Adwords aids those businesses that looks forward to attracting more