Abstract

The caselet discusses the target marketing strategy of Edward Jones, one of the leading brokerage houses in the USA. The caselet examines the company’s focus on single customer segment- the average American investor. It describes its distribution strategy that gave it a presence in both rural and urban areas. The company operated these offices with a single investment representative (IR) who had an administrative assistant. The caselet elaborates on Edward Jones conservative investment strategy that provided good returns for the clients. Finally, it explains the employee friendly policies of Edward Jones.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Target marketing strategies in financial services
• People and its importance in marketing services
• and Face-to-face encounters Vs Remote encounters.

Keywords

Edward Jones, Brokerage House, Edward D. "Ted" Jones Jr, Investment Representative (IR), Door-To-Door Marketing, Average American Investors, Edwards Jones Model Portfolio, J.D. Power And Associates, Full-Service Investor Satisfaction Survey, Standard & Poor's 500-Stock Index, John Bachmann, Buy-and-Hold Investing, Employee-Friendly Policies, Fortune's Top 100 Best Companies To Work