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Chapter 7: a) Discussion Questions, questions 1,2, 4, 5, and 6. Pg 21How does market segmentation differ from market targeting?Market segmentation differs from market targeting in a few ways. Market segmentation is the divvying up of the market into smaller segments of buyers. This allows them to be divided up the buyer’s characteristics, behaviors or distinct needs. On the other hand, target marketing selects one or more segments of the market by evaluating their attractiveness and selects which market segment to enter based on what looks better. Name and describe the four major sets of variables that might be used in segmenting consumer markets. Which segmenting variables does Starbucks use?The four major sets of variables that might be used in segmenting consumer markets are the following: Geographic - A geographic variable consists of matters of location, population density, and/or climate. Demographic - A demographic variable is something like their age, gender, occupation, religion, or income.Psychographic - A psychographic variable is something like personalities, lifestyles, or social class. Behavioral - A behavioral variable would be something for a special occasion, benefits, loyalty status, or usage rate. Personally, I think Starbucks uses all four segmenting variables. They offer the “Gold Card” which promotes and rewards a massive amount of loyalty, benefits, usage, and special occasions across the nation. They do not discriminate to any demographic, and offer products for a wide range of ages and income – they even give free beverages on birthdays. Starbucks also goes out of its way to offer specialty seasonal drinks to appeal to different geographic and behavioral variables throughout the year. Ultimately, Starbucks even appeals to different psychographics. They allow you to switch up your drink to something crazy unique for all different personalities, lifestyles and social classes. All of this leads me to believe that they are using multiple segmentation bases. Explain how companies segment international markets?In order to segment international markets, companies first need to have access to an incredible amount of resources. Most companies do not have the proper resources or the desire to spread across the world and therefore choose not to pursue an international market. For the companies that do, however, they generally focus on geographic, economic, cultural, or political and legal factors. This allows the companies segment the market according to a variety of variables. They can choose to group up different countries, or even divide by population income levels, languages, religions, customs, and even the stability of the government. All of these factors help companies to decide whether or not their company has a chance at surviving in another country, but more importantly the likelihood of thriving. Explain how a company differentiates its products from competitors’ products.A company can differentiate its products from competitors’ products in many ways. They can differentiate on style and design, performance and various features. Another way they can do this is by teaming up with another organization, so to speak. They could do this by teaming up with a company that could help make their company “greener” or an organization that might give their company a healthy stamp of approval. In the context of marketing, what is a product’s “position”? How do marketers know what it is?A product’s “position” is based on the place the product occupies in consumers’ minds compared to competing products. Most importantly, the position is defined by consumers according to important attributes. In order for marketers to know what their products position is they create “perceptual positioning maps” that show consumer perceptions of their brands compared to competing products/brands. This allows them to see their perceived position on two dimensions: price and orientation.Critical Thinking – Question 2Honestly there could be a vast amount of reasons that these two Japanese brands missed their sales goals by a wide margin. A great indicator would be to look at what the sales market looked like at the time, and what kind of thoughts on vehicles were going through American’s minds. Were they thinking about all American cars? Were they looking to buy something unique and new, something foreign? Was the economy in a recession; did the Japanese advertise in a way that made their vehicles look appealing in despite of all other factors? It is also important to know what else was coming out at that same time. Was there another car that came out around the same time that was eco-friendly? A lot of Americans have started looking towards more and more efficient vehicles. With the extreme rise and fluctuation in gas prices over the years, MPG has become a huge dictator in the automobile market. It’s hard to say what single factor caused these dismal sales for the Titan and the Tundra, but I would imagine it was a combination of quite a few. Marketing Technology – Page 219Research "augmented reality" on the Internet.? Discuss the most appropriate variables for segmenting the consumer market for products based on this technology.?? Explain why those variables are appropriate.As “augmented reality” seems to be a live copy view of a real world environment, I would segment it in many variables (“Wikipedia”, 2014). One variable would be to go for a psychographic segmentation advertising it in a more controlling light, “Have you ever wanted to do something that you normally wouldn’t do? Have you ever dreamed about controlling a situation or environment in ways that most have never thought to be possible?” Or maybe a geographic segmentation under the idea of, “Have you ever wished you lived somewhere else? Have you ever wanted to experience a different environment and setting than the one you live in every day?” I think there are many appropriate variables for segmentation for this product, as it is something that would appeal to most – at least for a little while. 2) How would you market the Google Glass device in a 30-second commercial to consumers based on one of the segmenting variables you identified in the previous question?? (This means you not only describe who you would market to, but describe what the commercial would be like, and what message you would present in it.)If I were to be the one in charge of marketing the Google Glass device, I would choose at psychographic variable for segmenting the consumer market – and I would advertise it to certain personalities, namely youthful, futuristic personalities. I think this would be a good marketing variable since (in a very general sense) almost anyone can say that have any specific personality trait. This means that even if it was advertised in a way that they may not have previously described themselves as, it might aspire them to change their mind. What consumer wouldn’t want to experience not only Google Glass, but also personal growth? In my 30-second commercial I would have people of all ages and lifestyles wearing the Google Glass. Not only would you see a wide variety of genders, ages, races and perceived lifestyles, but you would see happiness stretched across all of their faces. In the 30 seconds I would have the people, the consumers, wearing the product and demonstrating how it could be used in their everyday life, during everyday situations. In a light layer in front of that demonstration I would have it showing how it would look for the consumers watching it at home if they had the Google Glass on them right now. In the background you would hear a strong but polite/happy voice describing the product. In the commercial I would present the message of convenience, of the future. I would aim to have the audience/consumers walking away thinking about how they’ve always wanted something like this – how they couldn’t believe it had not come out sooner. The main message would be that it is available to everyone, and that it is what everyone deserves.Works Cited"Augmented reality." Wikipedia. Wikimedia Foundation, 3 Jan. 2014. Web. 2 Mar. 2014. <, Kevin. "How Augmented Reality Works." HowStuffWorks. N.p., n.d. Web. 2 Mar. 2014. <;. ................
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