Mark 1010 Marketing Principles : Assessment Answers

3.List three very different car brands or models. What do you think is the segment that each appeals to? How do the car manufacturers attempt to target the group of users? What tactics do they attempt to use to position the cars differently?

4.Think of an example where the users of a product are not the buyers themselves. What are the implications for targeting?

5.Case study Salmon campaign.

Answers:

1.Good market segment should possess the following characteristics;

Profitable: The chosen market segment should be good enough to enable the company to enjoy profits.

Accessible: The marketer should be able to access the target market regarding both economically and geographically.

Market Responsiveness: Customers in a chosen marker segment should respond positively to the products and services provided.

Measurable: Customers in particular market segment should be identifiable in terms of their characteristics and needs (Sharp, 2013, p. 230).

2.How to target healthy life segment.

The healthy life population can be targeted through social marketing.  This will be supplemented by mass communication campaigns to ensure a large percentage of the target market receives the intended message. The campaign can include images of people with a healthy lifestyle.

How to target hedonist segment.

This segment can be targeted through high-quality products and services. Provided that hedonists are pleasure seekers they will go for the products that meet their needs.

3.Dacia Sandero hatchback

Target market views a car as having a functional benefit. Therefore, they need lower priced cars. The manufacturers should position this brand through low prices and provide the target market with small cars.

Kia Sorento

This a family needs a car. The customers are interested in a bit large car. The manufacturer's consideration should be safety, spacious seating, and entertainment units and drink holders.  

Prius Model

The model of this car aims to address the needs of the social status segment. The manufacturers combine both primary benefit and the social status of the car. The manufacturer should focus on the social recognition symbols.

4.A perfect example of a scenario where the buyer is not the consumer is educational computer games for the kids. These products are not purchased by the young children themselves but by their parents. A marketer will target young children so that they may influence the buying decision.

5.Salmon Marketing Strategy Case Study

• Salmon campaign approach is not the right one because the product being marketed is equally consumed by males and females, but it seems to focus only on the females. Additionally, the age bracket of the target market ranges from twenty to twenty-five years.
• There are both risks and opportunities on the marketing approach used. The failure to target males who are equal consumers of salmon as females may give the competitors an opportunity to attract them. On the other side, there is an opportunity to expand the consumption of salmon by designing a marketing campaign that targets all genders and a bigger age bracket.
• A comprehensive marketing research requires a marketer to obtain about those who are currently consuming the company products(Sharp, 2013, p. 233). Therefore, in the marketing research, the company should ensure that customers are given priority. The marketer will research about the customers' buying decisions, needs, target markets, market segment, and demographics. In addition to customers, a marketer should also consider suppliers.
• The approach adopted may have implications on distribution and pricing. The distribution of the product being advertised will only being targeted to women and may become difficult for the males to access the product. On the pricing aspect, the product can be overpriced provided that the campaign approach is using a slogan of "Beauty Food." Females will be willing to part with a large amount of their money when it comes to beauty products.
• Inbound marketing is another campaign approach that can be used to target salmon target market. This strategy captures the attention of the broad target market to consume the products of the company. There are no risks associated with this approach as it focuses on attracting the customers.

References

Sharp, B., 2013. Marketing: Theory, Evidence, Practice. 1st Edition ed. Oxford University Press: South Melbourne.