Antecedents of Target Marketing

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Antecedents of Target Marketing

As stated in Lamb et al. (2014), to segment a market successfully, a marketer must consider certain criteria.

A market segment must be:

  1. substantial (have enough potential customers to be viable),
  2. identifiable and measurable,
  3. composed of members accessible to marketing efforts, and
  4. responsive to particular marketing initiatives to differentiate it from other market segments.

In marketing, segmentation is used to create market segment profiles for the purpose of targeting consumers. Marketers identify a target market as one of the following three different strategies:

  • Undifferentiated targeting,
  • Concentrated targeting, and
  • Multi-segment targeting.

Lamb et al. (2014) explain that an undifferentiated target marketing strategy:

Assumes that all members of a market have similar needs that can be met with a single marketing mix. A concentrated targeting strategy focuses all marketing efforts on a single market segment. Multi-segment targeting is a strategy that uses two or more marketing mixes to target two or more market segments. (pp. 131–135)

To demonstrate your understanding of segmentation, target marketing, and positioning, watch the video case study on Numi Organic Tea and answer the related questions by following the instructions.

References

Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.


Antecedents of Target Marketing

Short Essay: Write a 250 (or more) word discussion using research from your textbook to help substantiate your understanding of segmentation, target marketing, and positioning. Apply APA style referencing in your writing.

1. In the first part of the video, Jen Mullin, the Vice President of Marketing for Numi Organic Tea, clearly describes their typical customer. Using the information on segmentation you learned from reading Chapter 8 in Lamb, et al. (2014), discuss who the customer is and how the Numi marketing team figured that out?

ANSWER:

2. What is Numi's principle marketing plan? In what way does Numi's marketing team use what they know about their target demographic to implement their marketing plan?

ANSWER:

Defend Your Answer Challenge: Highlight your multiple choice answer in yellow. Write a 100 (or more) word discussion in defense of your answer to the multiple choice and true/false questions using research from your textbook to help substantiate your understanding of segmentation, target marketing, and positioning. Apply APA style referencing in your writing.

3) Jen Mullin, the vice president of Marketing for Numi Organic Tea, describes their typical customer as a female, college-educated tea lover, possibly an “eco-mom.” What type of market segmentation has she used to identify this customer group?

a. Geographic segmentation

b. Demographic segmentation

c. Ethnic segmentation

d. Psychographic segmentation

ANSWER:

4) Another way Numi Organic Tea identifies potential customers is through what they want from the product; they are looking for organic, fair-trade, premium quality tea, according to the video. What type of market segmentation is used to identify customers in this way?

a. Geographic segmentation

b. Demographic segmentation

c. Benefit segmentation

d. Usage-rate segmentation

ANSWER:

5) Because Numi Organic Tea has identified more than one target market, for example, “eco-moms,” college students, and family travelers, they should be particularly aware of the ____________________, which helps explain how consumption patterns differ at different stages determined by a combination of age, marital status, and the presence or absence of children.

a. Family life cycle

b. 80/20 principle

c. Undifferentiated targeting strategy

d. Concentrated targeting strategy

ANSWER:

6) The demographic variable that Numi Tea marketers were examining when they recognized that people who had discovered their product at a high-end spa or fine restaurant often shopped for groceries at Costco was _________________________.

a. Age

b. Income

c. Ethnicity

d. Gender

ANSWER:

7) Numi Tea uses premium ingredients to create a premium tea at an affordable price, according to Jen Mullin. This is a form of ______________________ that the company uses to distinguish their products from those of competitors.

a. Perceptual mapping

b. One-to-one marketing

c. Product differentiation

d. Market segmentation

ANSWER:

8) Which of the following is the least likely targeting strategy that Numi Tea would select to market their products?

a. Undifferentiated targeting

b. Concentrated targeting

c. Multisegment targeting

d. Niche targeting

ANSWER:

9) When Jen Mullin explains that her company seeks to include their product in gift bags and other promotional giveaways by companies and other organizations, she is recognizing the need to change customers’ perceptions through sampling.

a. True

b. False

ANSWER:

10) To graphically map the “channel conflict” between marketing Numi Tea to premium spas, hotels, and restaurants and selling the same brand at mass market stores such as Target, the company could employ perceptual mapping.

a. True

b. False

ANSWER:

References

Lamb, C. W., Hair, J. F., & McDaniel, C. (2012). MKTG5. Mason, OH: South-Western, Cengage.

Tutor Answer

professorchristina
School: UC Berkeley

Attached.

Running head: ANTECEDENTS OF TARGET MARKETING

Antecedents of Target Marketing
Student’s name
Institution
Date

2

ANTECEDENTS OF TARGET MARKETING

3

Antecedents of Target Marketing
Short Essay: Write a 250 (or more) word discussion using research from your textbook to
help substantiate your understanding of segmentation, target marketing, and positioning.
Apply APA style referencing in your writing.
1. In the first part of the video, Jen Mullin, the vice president of Marketing for Numi
Organic Tea, clearly describes their typical customer. Using the information on
segmentation you learned from reading Chapter 8 in Lamb, et al. (2014), discuss
who the customer is and how the Numi marketing team figured that out?
ANSWER
Jen Mullin considered Numi Organic Tea Company’s main market as university students and
eco-moms after researching their most frequent customers. The research enabled the company to
know their target market and not only did they aim at reaching more of them, but also trying to
create awareness to other groups for them to try their product. To establish who were interested
in its products, it decided to offer free samples to the local business and customers to seek the
public views about their products. Having got this information, they knew those who were
interested, and also make changes for those who were not interested. By offering free samples at
spas, luxury restaurants, and hotels, they were able to reach a large high-income potential
market. They also reached ordinary customers by offering samples at big chain stores. The free
samples were given out as this helped hook up new customers to the product as a way of
marketing rather than conventional advertising. While this method of marketing can be
considered expensive on the part of the company, it is highly effective due to the new customers
who would find the product great to use. Other than the chain stores, the company distributed
free samples during marathon races since would be goers to such events would be more concern

ANTECEDENTS OF TARGET MARKETING

4

with their general health. The Company’s target market was therefore across the board. The
samples did not only focus on the typical customers of the company but also on ways how it
would increase its sales to even other companies.

2. What is Numi's principle marketing plan? In what way does Numi's marketing
team use what they know about their target demographic to implement their
marketing plan?

ANSWER:

The company principle marketing plan involves the four P’s of marketing which are pro...

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Anonymous
Excellent job

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