Ch.8 - Segmenting and Targeting Markets

  Cadillac uses a variety of methods to figure out who their ideal customer is, and how to advertise/market toward that target group directly.  Cadillac focuses more on advertising toward potential customers who can afford their cars, instead of advertising equally to all economic classes.  Their advertising campaigns are also especially aggressive in wealthy areas such as NYC or LA, where there is a large percentage of wealthy potential customers together in a cluster.  Cadillac offers a wider selection of certain cars in different regions as well.  For example, with a good percentage of their fleet sales made in metropolitan NYC, they put more emphasis on those vehicles in their dealerships compared to other states where the amount of fleet sales are small.  It is neccessary for Cadillac to target certain markets as they currently do, in order to maintain effecient marketing plans and provide good advertisement.