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At & T Executive Summary

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AT&T has master the sale of the company by being able to transfer the product to a business or to a regular customer, giving them control of the market channels. Exposure of the product is very important. This creates a relationship with the customers. AT&T informs their new customers about their company; also they persuade customers who are unsure whether to buy service from the company, and lastly AT&T reminds their customers why they selected AT&T for their services. AT&T reaches their target market mainly through the internet and social media. Being that AT&T has so much exposure in the market it also has the control. A large amount of the advertisements of the company is displayed on television for the older customers who do not use the …show more content…

The recent changes are the number of married couples without children has increased one percent in the last year (“AT&T Company Information,” n.d.). The single parent households have also increased to a total of three percent (“AT&T Company Information,” n.d.). Two of the three percent belongs to the single mothers; the other one percent belongs to the single fathers. After the recession, the percentage of stay at home mothers decreased and didn’t return to the previous level pre-recession (“AT&T Company Information,” n.d.). The percent of young adults that still live with their parents increased (“AT&T Company Information,” n.d.). This tells AT&T how to attack their target market. When developing their market strategies this data allows them to know who they are selling to. For example, from the data AT&T knows that if they are targeting mothers then these mothers are older or most likely to be a single mother. These mothers have a full schedule and work a lot. So when targeting these women, AT&T must know what they need and want, and these women are most likely to be exposed to AT&T ads online from their smart phone or from their desk at work. AT&T also looks how to package their deals for their customers. Now today’s households are single or a person has a roommate because this generation has a low percentage of marriage and even higher percentage of non-married couples (“AT&T Company Information,” n.d.). The single households are not just for the younger generation, but the number of single household men of 65 years or older has increased. This allows AT&T to create deals that meet the needs of people of this target group. Persuading and reminding a working single mother is different from grabbing the attention of a group of 65 years of age or older of single household

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When most people think of people who text and drive, they usually imagine teenagers, not ‘responsible’ adults or parents. However, AT&T targets the ‘responsible’ adults in their ad, “The Unseen - It Can Wait”. In AT&T’s ad, the main character is a male around 30 or 40 years old; therefore, he is not a young person. We imagine a careless teenager so this is significant because it is an adult, which we tend to believe adults are more responsible. Some people even say men are better drivers than women are.

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AT&T provides wireless limited and unlimited data services that are a must for many

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