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Nelson EducationHigher EducationMarketing, Second Edition | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
ESSAY QUESTION SOLUTIONS
CHAPTER 6 Segmenting and Targeting Markets1. There are five possible ways to segment this market:
(text pp. 141-142) 2. Substantiality: A selected segment must be large enough to warrant developing and maintaining a special marketing mix. (This means that the segment is commercially viable.) One could assume that many people have a dry scalp problem, especially in dry climates, after a sunburn, or when participating in outdoor activities with high winds (skiing, sailing, and so on). Identifiability and Measurability: The segments must be identifiable and their size measurable. Descriptive data regarding demographic, geographic, and other relevant characteristics of segment members must be available. It may be difficult to identify people who have dry scalps and describe them in terms of relevant characteristics. People may not realize that they have dry scalps and therefore may not respond to marketing research probes. Accessibility: The firm must be able to reach members of targeted segments with customized marketing mixes. If the segment is not measurable and cannot be described, it may be difficult to precisely know how to reach the dry scalp segment. Where do people with dry scalps shop? What media do they watch or read? What are their buying habits? Responsiveness: The market segment must respond differently from other segments to a marketing mix; otherwise, there is no need to treat that segment separately. People with dry scalps may not consider their problem to be important enough to respond differently and may continue to buy their current shampoo, which seems to meet needs. (text pp. 142) 3. [Many different examples can be used. Make sure that each variable was used correctly.] Geographic variables: Target neighbourhoods near university and college campuses. Demographics variables: Target young women (aged 15-30). Psychographics variables: Target "New Age" followers. Benefits-sought variables: Target people who need a way to relax. Rate of product usage: Target people who are heavy users of aromatherapy products, such as shampoo or cologne. (text pp. 143-150) 4. Possible benefits for toothpaste could include: Cavity/decay prevention--Crest White/bright teeth--Ultra Brite, MacLeans Fresh breath--Close-Up, Pepsodent Tartar control--Tartar Control Crest, Tartar Control Colgate Plaque reduction--Dental Care, Stain remover--Pearl Drops, Topol Gingivitis/gum disease prevention--Crest, Colgate Flavor/great taste--Aim, Colgate Fun for kids--Crest Sparkle, Oral-B Sesame Street, Colgate Jr. No mess--any pump or squeeze bottle toothpaste Sensitive teeth--Sensodyne All-in-one--Aquafresh Denture cleaning--Dentu-Creme, Dentu-Gel Baking soda--Arm & Hammer Low price--Arm & Hammer, store brands, brands on sale (text p. 150) 5. Undifferentiated strategy: Target everyone within a five-mile radius of the store. (Your thinking is that everyone should eat organic foods!) Concentrated strategy: Target higher income families that are extremely health conscious. Multisegment strategy: Target higher income professional women who are health conscious and elderly people who are health conscious. (text pp. 155-156) 6. Although exact locations will vary by student, likely quadrant locations are shown below. The positioning should indicate that there is room in the marketplace for a low-priced sporty car.  (text pp. 158-160)  Back to Test Yourself |
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