MRKT 5500 JWU Market Segmentation & Organizational Campaigns Discussion

MRKT 5500 JWU Market Segmentation & Organizational Campaigns Discussion

 

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MRKT 5500 JWU Market Segmentation & Organizational Campaigns Discussion

 

  1. Identify the major basis of segmenting markets and provide a brief explanation of why you might use each or multiple methods. Give one example of segmenting the soft drink market.

2.Explain the concept of ‘strategic positioning’ and identify the essential elements. Discuss the positioning strategy for any brand (hint: you will need to identify the target market and competition). How does the brand utilize product/branding, value chain, pricing, promotion/advertising, Internet (direct marketing) to position the brand (relative to competition) in the identified target market?

  1. Why might a candy company utilize a ‘longer channel of distribution’ than a company selling restaurant equipment? Briefly describe how each company might structure its ‘go-to-market’ (distribution) strategy and provide rationale.
  2. A new sushi restaurant is targeting the ‘non-user’ for sushi product. Their communication/promotion objective is to change attitudes toward sushi. Provide suggestions regarding the use of IMC elements (sales promotion, advertising, social media, selling, PR, events) to reach and change attitudes toward sushi.
  3. Briefly explain the following pricing strategies:
  1. skimming
  2. penetration
  3. value pricing
  4. prestige.

Explain the relationship between pricing, volume, costs, and profits. How does Hermes and Rolex make a profit with a luxury target market?

One to two paragraphs per question. Need references.

 

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