How to Market to today’s Consumer Market
Professor:
Kimberly Pichot
Class:
Advance Human Resources
By:
Jonathan Williams
In society there are three main types of living situations, a life of luxury, middle class, and
lastly living a poor lifestyle. The purpose of this paper is to explain how to market to these
different consumer communities. When it comes to marketing it is very important one
must carefully plan so they do not offend or turn away potential customers. The overall
goal of the manufacture and seller is to get their customers to purchase their products. In
order for one to be able to market to these communities it is important to understand the
difference between the three.
What is a luxury? “Luxury means spending more than one needs to, and, in the view of
some who concern themselves with the matter, more than one ought to, on comforts and
pleasures”. (Encyclopedia.com) The encyclopedia goes on to further explain People who
live a life of luxury may consider these options:
You can eat more than would be necessary to stay alive and healthy. You can choose foods
and drinks for their flavor, their appearance, their rarity, their cost, their reputation, or their
brand name, rather than because they are handy and nourishing. You can also make
choices of dining companions and of ambience that others consider luxurious. If you
entertain friends in a Michelin three-star restaurant, you and your guests are probably
doing all these things. With a focus on different individual aspects of your pursuit of
pleasure, you may thus earn specialized epithets such as glutton, gourmand, gastronome,
connoisseur of fine wine, bon vivant. All of these, along with the nonfood pleasures that
you enjoy before and after your visit to the restaurant, are subsumed in the general term
“luxury. (Dalby, 1)
Now that we know what a life a luxury in order to learn how to market to these type of
people it is important to understand what kinds of things this like. When dealing with
people who live a luxurious life it is important not to offend them. A lot of the times just
because people have the money do not mean they want to spend. On the contrary the
reason they have the money to spend frivolously is because not only have they been
successful in like but also because they don’t just spend the money because they have it.
