Consumers' purchasing behaviour is also influenced by social factors including family, social roles and status, and ethnic background. The criteria used to group people into social classes vary from one society to another. In the United States, important factors used to designate social class are occupation, education, wealth, religion, race, ethnic background, possessions, and housing arrangements. The target markets of both reality TV shows are the upper middles, lower middles and working white Americans. While the target market of The Apprentice are the 25 to 35 years old singles group. This singles market is also an active group that participates in many diverse activities away from home. Most of the members of this group are yuppies or the young professional seeking better opportunities for their career since this is the objective of the TV show.
Marketing mix has long been part of strategic management. Basically, the concept is composed of the combined marketing elements and resources of a company. By definition, marketing mix is the outcome of blending, compounding and mixing marketing factors into an integrated whole at a specific period of time. This marketing principle implies that every necessary marketing element has been integrated and arranged on a planned basis. The mix is created through the application of the skills of the marketing management, which requires a systems perspective.
The creation of the marketing mix is intended for the purpose of insuring the achievement of various corporate goals such as profit, volume, image, reputation and return on investment through the satisfaction of the consumers' demands. It leads to complete package of facilities bought by consumers in selecting goods and services, and it is focused on elements such as price, design, advertising, packaging and distribution channels. Thus, consumer wants and needs become the basis for developing the mix.
The giant TV program like The Apprentice should remember the importance as well as the vulnerability of their image to the public. Their marketing strategies should be carefully constructed in such a way that sincerity is implied. It is recommended that companies devote a good deal of energy to creating and communicating a positive public image that fits the company's mission
