Consumer Behavior Audit - Salem, MA (USA) (PDF)

Seminar paper from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1.0 (A in the USA), Emerson College (Marketing Communications), course: Consumer Behavior, language: English, abstract: Salem is a destination for about 800,000 people each year. This city has a deep history, which goes back into the 17th century and is famous for its legendary witch trials. Most people know Salem from this perspective and associate it with a historical and cultural heritage.
In addition to its historical events, Salem has much more to offer. In particular, the newly restored Peabody Essex Museum, the House of Seven Gables, an engaging seaport past, etc. are remarkable and unique places to visit. However, most tourists come during the Halloween events and stay away for the rest of the year.
Nonetheless, Salem is also internationally a known city. It should only be promoted including its true values and real heritage. Its image should be enriched and revived in order to get more consumers over the whole year.
The following consumer audit will determine potential target markets for Salem, and emphasize on particular one, which should be addressed during the next campaign. One particular target audience, which had been neglected over the years by most marketers will turn out to be the most attractive to choose. Its expenditure and consumption behavior will be studied and the decision process discussed.
The product itself, its positioning, distribution, and post purchase factors will be emphasized and brought into an association with the selected target audience.
Finally, a summary of recommendation will finish this paper.