CHAPTER 7: BUSINESS MARKETING

M.A.C Cosmetics markets its goods and services to both individuals and organizations. In the early development of the company M.A.C make-up was made purposely for professional make up artists to with-stand rigorous wear of make-up for models during photo-shoot and fashion shows. Now M.A.C markets to women of all ages and ethnicities.
Over-deliver- M.A.C Cosmetics delivers to fashion companies and modeling agencies in ways that exceeds their customer expectations. In marketplace where most companies promise and under deliver M.A.C cosmetics is the opposite. For example, if when they promised 100 cosmetics products, they deliver 120 products.
Volunteer– M.A.C extends themselves to help people especially children with HIV/AIDS learn the importance of helping others through the program called Kids Helping Kids, in this program the children use there creativity to draw pictures which are later use or made into greeting cards. 
The revenue derive from the sales of the greeting cards is used to help with the treatment of the children's diseases.
Managing M.A.C Cosmetics brand - In today's digital world, there are thousands of places people can find information about M.A.C Cosmetics company.they make sure that the information people find is accurate. In today's digital world M.A.C Cosmetics makes it important that they are being properly represented everywhere online.
Advertising Viva Glam- M.A.C uses celebrities such as Nicki Minaj, Ricky Martin and the like to promote Viva Glam product line. These products were used to fund M.A.C AIDS Fund which was put in place in 1994 to help people affected with HIV/AIDS all around the world.

CHAPTER 8: SEGMENTING AND TARGETING MARKETS

M.A.C. Cosmetics caters to its target  market by offering products at affordable prices for all ages, sexes, races, and socio-economic groups. Their target market or target audience is the market segment which their products are marketed to globally. M.A.C.’s market segmenting is the process in which the intended actual markets are defined, analyzed and evaluated just before the final decision  is made. M.A.C. targets its market, with  their strategic approach of creating a marketing mix for a specific market segment and potential  buyers. Hence, the company’s continuous rising success. M.A.C.’s target market  adheres to the company's promotion, pricing and distribution of M.A.C.’s products and services. Target marketing provides a focus to all of M.A.C.’s marketing activities. M.A.C. Cosmetics uses demographic information as the basis to target their market within the ages of 18-49 because it helps them meet the needs of their consumers of  age, gender, income, ethnic background and family cycle