14 Aug Marketing calls for businesses to understand who buys what, so let’s take a mome

Marketing calls for businesses to understand who buys what, so let’s take a moment to consider market segmentation, the most basic concept involved in any discussion of marketing strategy and market structure. Market segmentation recognizes that in most product categories, buyers differ inwhether they buy,what they want most,where and when they buy,what information they want and how they want to receive it, andwhat theyre willing to pay.As a result, it is usually possible to break the population of potential buyers down into groups and to cater to the needs of those groups rather than choosing what we call mass marketing in which it is assumed that potential buyers are all alike in their needs and wants.For some examples of market segmentation, check out a short piece by Neil Kokemuller in the Houston Chronicle: .chron.com/examples-market-segmentation-14403.html”>http://smallbusiness.chron.com/examples-market-segmentation-14403.htmlOf course, simply recognizing, e.g., that urban and rural shoe buyers might differ in some of these respects may not be enough basis for designing a strategy for a shoe company.Consider the material in a study guidedevoted to this subject: .segmentationstudyguide.com/understanding-market-segmentation/criteria-for-effective-market-segmentation/”>http://www.segmentationstudyguide.com/understanding-market-segmentation/criteria-for-effective-market-segmentation/Based on these two references, Which one or two segmentation variables do you believe would be most appropriately used in designing the strategy for marketing a line of automobile tires?Explain.module 2.5em=”” 0px=”” 1em;=”” padding:=”” 0px;=”” outline:=”” border:=”” font-size:=”” 13px;=”” vertical-align:=”” baseline;=”” color:=”” rgb(53,=”” 53,=”” 53);=”” font-family:=”” ‘pt=”” sans’,=”” sans-serif;=”” background:=”” rgb(255,=”” 255,=”” 255);”=””>Why are brand names so important in marketing?A brand name might suggest something about the product’s benefits and qualities. It should also be easy to pronounce, recognize, and remember and be capable of registration and legal protection. Provide examples of good and poor branding. Explain these selections. (Google good and poor brand names for help on these questions and be sure to cite the sources you use.)How does distribution influence your opinion of the brand, positive or negative? Give examples.module 3.5em=”” 0px=”” 1em;=”” padding:=”” 0px;=”” outline:=”” border:=”” font-size:=”” 13px;=”” vertical-align:=”” baseline;=”” color:=”” rgb(53,=”” 53,=”” 53);=”” font-family:=”” ‘pt=”” sans’,=”” sans-serif;=”” background:=”” rgb(255,=”” 255,=”” 255);”=””>In this Discussion we are going to concentrate on the distribution of a product or service. Have you ever heard of the term DISINTERMEDIATION? This means to flatten an organization removing one or more links in the distribution chain. In recent years, the internet has been a source of disintermediation as products traditionally sold through physical retail outlets can now be distributed directly from the manufacturer directly to the consumer – eliminating the MIDDLE MAN. By eliminating the middle man the price of the product can be reduced. Identify a product now offered directly over the internet that used to be available only through a separate retailer. (Indicate the website where you found this product.) (Be careful with this question as internet retailers – e.g., Amazon – and websites sponsored by traditional retailers – e.g., macys.com – do not constitute disintermediation, but only replace or complement traditional physical outlets.)Explain the advantages and disadvantages associated with internet distribution for this product.module 4.5em=”” 0px=”” 1em;=”” padding:=”” 0px;=”” outline:=”” border:=”” font-size:=”” 13px;=”” vertical-align:=”” baseline;=”” color:=”” rgb(53,=”” 53,=”” 53);=”” font-family:=”” ‘pt=”” sans’,=”” sans-serif;=”” background:=”” rgb(255,=”” 255,=”” 255);”=””>Most promotional strategies have several elements to what is called the promotional mix, which may include various forms of advertising, public relations, sales promotion, product placement, packaging, and personal selling. Choose a product and discuss the promotional strategy for this product.What do you think are its objectives?Which of the elements identified above are included? (Cite some examples from internet sources print media and sponsors websites, YouTube, or articles in the trade or business press.)In your judgment, is the strategy effective or not based on the objectives that you identified? Explain. module 5.5em=”” 0px=”” 1em;=”” padding:=”” 0px;=”” outline:=”” border:=”” font-size:=”” 13px;=”” vertical-align:=”” baseline;=”” color:=”” rgb(53,=”” 53,=”” 53);=”” font-family:=”” ‘pt=”” sans’,=”” sans-serif;=”” background:=”” rgb(255,=”” 255,=”” 255);”=””>Note that the concept of Price more usefully represents a customer-oriented perspective taken by marketers, rather than only “What we charge the customer.” Thus, an effective pricing strategy necessarily takes into account barriers to purchase, i.e., sacrifices required to obtain a product or service, as well as the prospect that company circumstances and objectives may differ. Choose a product and explain the pricing strategy for this product.What do you think are its objectives?What barriers to purchase, including, but not limited to its cost, do you expect its potential customers to experience?In your judgment, is the strategy effective or not based on the objectives that you identified? Explain. What other approaches would you recommend in setting a pricing strategy for this product?Be sure to cite your sources of information in addressing these questions. module 6.5em=”” 0px=”” 1em;=”” padding:=”” 0px;=”” outline:=”” border:=”” font-size:=”” 13px;=”” vertical-align:=”” baseline;=”” color:=”” rgb(53,=”” 53,=”” 53);=”” font-family:=”” ‘pt=”” sans’,=”” sans-serif;=”” background:=”” rgb(255,=”” 255,=”” 255);”=””>Marketing is often criticized for providing products and services that are, e.g., targeted to vulnerable consumers, bad for the environment, not needed, cost too much, socially dysfunctional, or even bad for those who want and use them.Provide a few examples that prompt these criticisms?Are there any good examples of marketing having delivered consumer and/or social value that you can name?Be sure to cite your sources of information in addressing these questions. Marketing calls for businesses to understand who buys what, so let’s take a moment to consider market segmentation, the most basic concept involved in any discussion of marketing strategy and market structure. Market segmentation recognizes that in most product categories, buyers differ inAs a result, it is usually possible to break the population of potential buyers down into groups and to cater to the needs of those groups rather than choosing what we call mass marketing in which it is assumed that potential buyers are all alike in their needs and wants.For some examples of market segmentation, check out a short piece by Neil Kokemuller in the Houston Chronicle: .chron.com/examples-market-segmentation-14403.html”>http://smallbusiness.chron.com/examples-market-segmentation-14403.htmlOf course, simply recognizing, e.g., that urban and rural shoe buyers might differ in some of these respects may not be enough basis for designing a strategy for a shoe company.Consider the material in a study guidedevoted to this subject: .segmentationstudyguide.com/understanding-market-segmentation/criteria-for-effective-market-segmentation/”>http://www.segmentationstudyguide.com/understanding-market-segmentation/criteria-for-effective-market-segmentation/Based on these two references, Which one or two segmentation variables do you believe would be most appropriately used in designing the strategy for marketing a line of automobile tires?Explain.module 2A brand name might suggest something about the product’s benefits and qualities. It should also be easy to pronounce, recognize, and remember and be capable of registration and legal protection. Provide examples of good and poor branding. Explain these selections. (Google good and poor brand names for help on these questions and be sure to cite the sources you use.)How does distribution influence your opinion of the brand, positive or negative? Give examples.module 3Have you ever heard of the term DISINTERMEDIATION? This means to flatten an organization removing one or more links in the distribution chain. In recent years, the internet has been a source of disintermediation as products traditionally sold through physical retail outlets can now be distributed directly from the manufacturer directly to the consumer – eliminating the MIDDLE MAN. By eliminating the middle man the price of the product can be reduced. Identify a product now offered directly over the internet that used to be available only through a separate retailer. (Indicate the website where you found this product.) (Be careful with this question as internet retailers – e.g., Amazon – and websites sponsored by traditional retailers – e.g., macys.com – do not constitute disintermediation, but only replace or complement traditional physical outlets.)Explain the advantages and disadvantages associated with internet distribution for this product.module 4Choose a product and discuss the promotional strategy for this product.What do you think are its objectives?Which of the elements identified above are included? (Cite some examples from internet sources print media and sponsors websites, YouTube, or articles in the trade or business press.)In your judgment, is the strategy effective or not based on the objectives that you identified? Explain. module 5 Choose a product and explain the pricing strategy for this product.What do you think are its objectives?What barriers to purchase, including, but not limited to its cost, do you expect its potential customers to experience?In your judgment, is the strategy effective or not based on the objectives that you identified? Explain. What other approaches would you recommend in setting a pricing strategy for this product?Be sure to cite your sources of information in addressing these questions. module 6Provide a few examples that prompt these criticisms?Are there any good examples of marketing having delivered consumer and/or social value that you can name?Be sure to cite your sources of information in addressing these questions.

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