MKTG 606 Marketing, Target Markets & B2B Orgzanizations Questions

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Chapter 5-Marketing Application Questions

1. How do you approach buying a computer differently than your parents would? What

about buying an outfit to wear to a party? How can firms use their knowledge of

different age or generational cohorts to market their products and services better?

The most effective marketing strategy varies depending on the generational cohort a

company is trying to appeal to. In regard to computer purchases, I (GenY) am much

more likely to do research online and compare models and specifications. My parents

(Boomers) on the other hand, are more likely to go into a store and do hands on

research and speak to someone in the department about what is the best value. As far

as buying an outfit for a party, I would be more likely to shop online and order

something that way than to physically go into the store, my parents would want to go

into the store and try the outfit on prior to purchase. When a company is determining

the best way to market to different generational cohorts, they must take into

consideration the way each age group is influenced by marketing and appeal to them

that way. You can’t assume that the marketing tactics used on a GenZ, who has been

technology immersed their entire life, and a boomer, who prefers the more “old school”

approach, will be influenced by the same type of marketing. Companies should research

their intended generation and determine their marketing strategy accordingly.

2. Identify some recent technological innovations in the marketplace and describe how

they have affected consumers’ everyday activities. Be thorough in your response.

One of the recent technological innovations in the marketplace that has most greatly

affected consumers’ everyday activities is grocery pickup. I know it has impacted my life

in a great way. Gone are the days of spending several hours in the store grocery

shopping, purchasing unnecessary items or forgetting things that were necessary for a

specific recipe. Not only is this something that relieves the hassle of going into the store

to shop, it also frees up valuable time for people to be doing other things. Another

technological advancement that has affected consumers is the introduction of the in

house “personal assistant” (Google Home, and similar products). People now have their

entire life can be managed by simply saying Hey Google. You can set reminders, add to a

grocery list, manage your calendar, play music and so much more. It allows consumers

to have a more organized and effective home.

3. Describe a company that you believe does a particularly good job of marketing to

different cultural groups. Justify your answer.

Target does a wonderful job of marketing to different cultural groups. They consistently

feature people of different cultures and demographics in their ads for their products.

Target has been more opposed to the stereotypical or “pop-cultural” norms of previous

advertising. Not only does their print marketing depict different cultural groups, their

employees in the stores are also culturally diverse. In my opinion, the best way a

company can show they value diversity is through real life implementation of their

ideals. It doesn’t matter how well a company shows they are culturally diverse in their

print marketing, if they don’t reflect that same ideal in their stores it doesn’t seem like

they are sincerely interested in promoting diversity.

Chapter 6-Internet Exercise

Different companies emphasize different aspects of attitude in making decisions. Explore the

Microsoft (www.microsoftstore.com) and Apple (store.apple.com) stores online.

1. Discuss the primary attitude components that they are targeting and how the two

stores differ.

An attitude consists of three components. The cognitive component reflects a person’s

belief system, what they believe is true; the affective component involves emotions,

what we feel about the issue at hand to include our like and dislike of something; the

third is the behavioral component which pertains to the actions we undertake based on

what we know and feel. I think the main attitude component that both sites rely on is

the cognitive component. Apple and Microsoft both have very specific audiences they

target, and both have a strong relationship with their customers. When speaking about

computers, it is rare to have someone who has a variety of both Microsoft products and

Apple products. Typically, people have developed a strong opinion about one or the

other that is hard to sway. Apple focuses their effort on developing a brand that can be

used for each part of your daily life and that all sync together seamlessly via Bluetooth

or iCloud services. Microsoft is the same way, their products are developed with the

idea in mind that if they provide a variety of products that can speak to each other,

there would be no reason for someone to need another brand. There is one main arena

that these two companies overlap, and it is through the Microsoft office suite. Apple

does not offer their own such group of products, so to ensure there is no reason an

Apple customer would need a Microsoft computer, you can easily install and use the

office suite on the iMac platform.

Chapter 7-Marketing Applications Questions

1. Provide an example of each of the four types of B2B organizations.

The four types of B2B organizations include: (1) Manufacturers of goods and service

providers, an example would be The Volkswagen Group. (2) Resellers-marketing

intermediaries that resell manufactured products without significantly altering their

form, an example would be Publix, Winn-Dixie, and Kroger. (3) Institutions-hospitals,

educational organizations and religious organizations, an example would be Sacred

Heart Hospital, The University of South Carolina and The Southern Baptist Convention.

(4) Government, the central government is one of the largest purchasers of goods and

services.

2. What are the major differences between the consumer buying process discussed in

Chapter 6 and the B2B buying process discussed in this chapter? Use buying a desktop

for personal use versus buying more than 100 desktops for a firm to illustrate the key

points.

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Chapter 5-Marketing Application Questions 1. How do you approach buying a computer differently than your parents would? What about buying an outfit to wear to a party? How can firms use their knowledge of different age or generational cohorts to market their products and services better? The most effective marketing strategy varies depending on the generational cohort a company is trying to appeal to. In regard to computer purchases, I (GenY) am much more likely to do research online and compare models and specifications. My parents (Boomers) on the other hand, are more likely to go into a store and do hands on research and speak to someone in the department about what is the best value. As far as buying an outfit for a party, I would be more likely to shop online and order something that way than to physically go into the store, my parents would want to go into the store and try the outfit on prior to purchase. When a company is determining the best way to market to different generational cohorts, they must take into consideration the way each age group is influenced by marketing and appeal to them that way. You can’t assume that the marketing tactics used on a GenZ, who has bee ...
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Tags: Generational cohorts technological innovations in the marketplace marketing different cultural groups affective component types of B2B organizations