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TOPIC 1: Targeted versus Mass Marketing Think of a product

TOPIC 1: Targeted versus Mass Marketing Think of a product you believe is mass marketed. How did you arrive at this conclusion? You might want to comment on classmates’ posts with your opinion as to whether they have selected a mass-marketed product and if not why you think their choice is actually a segmented market. TOPIC 2: How Markets are segmented Your job in this Discussion Thread is to find an ad print or TV and tell us who you think is the target market. The hints are in the type of music used the spokesperson’s persona the approach to the marketing communications message the types of people used in the ad the words chosen for the ad etc. All this should tell you to whom the marketing communications is intended to influence. Here’s a link to the top ads for 20132014 as chosen by Ad Week the industry trade publication. First thing you’ll notice is that most of them are foreign most of them tell a story and most of them don’t even mention the advertiser until the end. You can choose your print or broadcast ad from one of these. Or search for your favorite commercial. If you find your own ad to analyze be sure to embed or link it when you post it to the Discussion Forum. Then identify at least three of the characteristics you think comprise the target market. Make your choices using Table 4.1 from the main text as your framework. But don’t merely say demographic/age. Tell us what age or psychographic/values. Specifically note the value such as family or thrifty. Table 4.1 Common Ways of Segmenting Buyers By Behavior Benefits sought from the product How often the product is used (usage rate) Usage situation (daily use holiday use etc.) Buyer’s status and loyalty to product (nonuser potential user first-time users regular user) By Demographics Age/generation Income Gender Family life cycle Ethnicity Family size Occupation Education Nationality Religion Social class By geogeraph Region (continent country state neighborhood) Size of city or town Population density Climate By Psychographics Activities Interests Opinions Values Attitudes Lifestyles TOPIC 3: Repositioning Can you think of an existing product that has been repositioned by finding a new market with a different need than the original product? Think of Croc’s Shoes for example. They repositioned from a casual fun shoe to a practical work shoe for nurses and others on their feet all the time.

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