Introduction to Management - A Case Study

This case study discusses the behavior of the tween market, their psychographic behaviors, and the importance of understanding their behavior for marketers. It also explains how television network companies can benefit from targeting the tween market. The study is based on the book 'Real Marketing: The People, The Choices' by Solomon et al. (2012).

Running head: INTRODUCTION TO MANAGEMENT – A CASE STUDY
INTRODUCTION TO MANAGEMENT – A CASE STUDY
Name of the Student
Name of the University
Author Note

1INTRODUCTION TO MANAGEMENT – A CASE STUDY
Table of Contents
Question 1............................................................................................................................2
Question 2............................................................................................................................2
Question 3............................................................................................................................2
Question 4............................................................................................................................2
References............................................................................................................................2

2INTRODUCTION TO MANAGEMENT – A CASE STUDY
Question 1
After reading the case study, who are the tweens?
According to the case study, the tweens refer to the section of the population that is aged
between 6 and 12. These people are known to be covering the age group wherein the concerned
person shifts from the age of adolescence to the age of puberty. These individuals tend to display
a huge amount of interest in the matters that pertain to the mastery over the technological
equipment. The present-day tweens are known to depict the conditions wherein the simultaneous
use of a number of different technologies are not considered to be a challenging task. The tweens
are known for their agility and the adaptability in the matters wherein several media related to
the usage of the internet. The tweens are also known for their smoothness in the operations in the
matters that involve the social media. The tweens of the era, as opined by Solomon et al. (2012),
are known to have been comfortable in the usage of the various applications that help them to
connect to the outside world at large.
Question 2
Describe the psychographic behaviors of the tween market.
The psychographic segmentation of the given market refers to the methods that are used
to put forth a discrimination among the various members of the perspective of the group
activities within the given client base on the basis of the attitudes, beliefs, interests, lifestyles,
personality traits, values and other such factors. The psychological segmentation of the clients is
analyzed taking into consideration both the old as well as the new existing clients of the
concerned company as well as the potential clients whom the company and the industry at large
attempts to attract. The psychographic behavior that is depicted by the tweens refer to the

3INTRODUCTION TO MANAGEMENT – A CASE STUDY
behavioral patterns in the usage of the social media platforms, the multimedia and the other
technological instruments (Solomon et al., 2012). The majority of the tweens population who
had taken part in the case study were known to be familiar with the use of the social media and
the several gadgets that need to be connected to the internet in order to function in a proper
manner.
Question 3
Why is it important for marketers to understand the behaviors of the tween market?
The marketers should attempt at studying the tween market. This might help; them to
develop an insight into the various demands that have been raised by the present client base of
the product. The concerned management of the company might need to conduct frequent surveys
within the target clients of the company in order to develop an idea on the matters relating to the
implementation of the novel technologies and products that are manufactured by the concerned
company. The concerned department of the company might also be advised to conduct surveys
of the potential target clients of the company. This might help the company to launch the
products and the services that might assist the improvement of the client base within the given
company. The marketers might benefit from the understanding of the client behavior in the
tween market due to the fact that this understanding might help the concerned marketer to detect
the area of demand among the given clientele of the organization (Solomon et al., 2012). This
also helps in the launching and the manufacturing of the various multimedia instruments that is
attractive to the existing as well as the potential clientele of the organization.
Question 4
How can television network companies benefit from targeting the tween market?

4INTRODUCTION TO MANAGEMENT – A CASE STUDY
The companies that are involved in the television networks might benefit by targeting the
clients in the tween market due to the fact that the majority of the tweens within the market are
observed to be extremely fluent in the usages of the various multimedia instruments and
software. The use of the television network is observed to be quite popular among the tweens.
Thus, it might help the concerned television network companies to target the tween market in
order top put forth an improvement in the matters that pertain to the sales of the several products
and the services that the companies have been manufacturing. The television network firms
might also benefit from the launches of the various social gaming media (Solomon et al., 2012).
The tween market that is targeted by the companies is known to be hugely involved in the social
gaming media and thus help in the improvement in the revenues earned by the organization.

5INTRODUCTION TO MANAGEMENT – A CASE STUDY
References
Solomon, M., Saupin, M., Hughes, A., Chitty, B., Marshall, G., Stuart, E., (2012). Real
marketing: The people, the choices. Frenchs Forest, NSW: Pearson Australia. (pp. 148-150)