MKT-345 4-1 Short paper

When it comes to market segmentation and target marketing, all of the following are correct with the exception of Targeting a young female business executive who lives in the suburbs of Toronto involves only geographic segmentation. Marketers refer to the target market profile when making decisions regarding both the product attributes and the advertising messages developed to promote the product. A brand is "democratized" if customers can control the marketing of the brand through an online consumer voting process. Technology is an important factor in the growth and adoption of direct segmentation and behavioural marketing. Real estate companies and mortgage companies tend to use behaviour response segmentation over traditional mass media.

Consumer behavior principles are easily applied to understanding consumer buying decisions, such as how a consumer chooses a brand of clothing or a food item.  Can the same principles be applied to how consumers choose to have their higher needs met? (See Maslow’s Hierarchy of Needs Links to an external site.) Why or why not? How could the Church utilize consumer behavior principles to market a product or service such as FamilySearch or the BYU Pathway program? Which consumer behavior principles would apply in these situations?

Market analysis offers managers insights into the interrelationships of firms, consumers, and products so that they may understand and predict consumers’ (possibly competitors) response to their actions. Critically explain four (4) reasons for correctly defining a market.  Critically evaluate four (4) critical dimensions of market analysis in the marketing planning process.  Apply real marketing examples from specialty coffee chains to both your answers.

Consumer behavior deals with the decision-making processes of people who would like to purchase goods and services for consumption. It specifically deals with decisions/questions on what, why, when, and how do  consumers buy, and for what reason do they buy.  Given this premise, list down 5 changes in the behavior of the consumers that you have observed because of COVID-19 pandemic.

summarizes the differences between firms that embrace transactional marketing and those that choose relationship marketing. Distinguish the situations in which transactional marketing would be recommended from those that would favor relationship marketing. Construct a set of contingencies for marketing managers to use in deciding whether transactional marketing or relationship marketing will be more effective in different situations. Give an example of a company that uses transactional marketing and an example of a company that uses relationship marketing mapping each company’s situational characteristics to the contingency recommendations you identified.

Beverage/soda drinks companies are always trying to offer better products and digitally engage consumers to build emotional and long-term relationships. Select one or more beverage/soda drink company(ies) to discuss the following:1- The different ways the marketers respond and try to reduce the consumers’ motivational conflicts. 2- The various applications used by the soda drink marketers to apply the classical conditioning and cognitive theories to affect consumers’ brand recall and loyalty. Specify the beverage/soda drink company(ies) and their messages.You may use YouTube links or images to illustrate the messages.

A marketer may use both marketing research, and/or marketing intelligence to gather vital information for the purpose of decision-making. Define the meaning of both terms, and discuss the circumstances under which marketing research and marketing intelligence would be of use to the marketer. Please use appropriate examples to show the usefulness of these tools.

To conduct a consumer analysis for the product—the good, service, or idea—in your marketing plan: 1 Identify the consumers who are most likely to buy your product—the primary target market—in terms of (a) their demographic characteristics and (b) any other kind of characteristics you believe are important. 2 Describe (a) the main points of difference of your product for this group and (b) what problem they help solve for the consumer in terms of the first stage in the consumer purchase decision process in Figure 4–1. 3 For each of the four outside boxes in Figure 4–4 (marketing mix, psychological, sociocultural, and situational influences), identify the one or two key influences with respect to your product. This consumer analysis will provide the foundation for the marketing mix actions you develop later in your plan.

Looking into the marketing environment Spar group is world-renowned for in-store merchandising in South Africa, the Spar group is a JSE-listed wholesaler and distributor of goods, and service provider to Spar supermarkets. Spar has a clientele worth billions of rands and has approximately 20 00 stores in 35 countries. Communication is very important to the Group and therefore its website enables clients to communicate directly with members of Spar’s merchandising team, and can alert customers of changes in in-store conditions immediately, keeping them in touch with their retail goals. Spar’s merchandising team along with their web-based system ensures that products are on the shelf and in front of customers for longer, assisting time-poor, busy customers. Technology helps Spar to uncover which stores are not performing to expected standards and what the reasons are for this underperformance. Spar’s web-based process analyses real-time data of store conditions. This allows Spar to take…

HKSAR has recently announced lifting most of the restrictions on arrivals from overseas. Imagine you were hired by Hong Kong Tourism Board (HKTB) as a marketing intern, you are tasked to recommend HKTB to come up with TWO marketing recommendations to attract overseas visitors to Hong Kong to spend their summer holiday. Apply relevant consumer behavior concepts/theories to support your recommendations and illustrate your understanding of these topics.

A marketer may use both marketing research and marketing intelligence for the purpose of decision-making. Define the meaning of both terms, and discuss the circumstances under which marketing research and marketing intelligence would be of use to the marketer. Please use appropriate examples to show the usefulness of these tools? Why do companies need marketing information, and what provides marketers with the information that they need

1. Evaluate the stages that consumers typically go through when making decisions to purchase a product. Fully justify your answer with contemporary examples.

Among sociocultural influences on a consumer are the views, opinions, and behaviors of other people. O True O False QUESTION 17 Business-to-business (B2B) marketing is very similar to consumer marketing. O True O False QUESTION 18 Buyer-seller relationships are typically more important and developed in B28 than in consumer markets. O True O False QUESTION 19 "Derived demand" by a business refers to its needs to purchase goods and services which will increase profits and/or reduce costs. O True O False QUESTION 20 Those who use, influence, decide, and buy may be separate or in some combination when making a business purchase. O True O False

Marketing is defined by the American Marketing Association as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large1.” If you read the definition closely, you see that there are four activities, or components, of marketing: 1. Creating. The process of collaborating with suppliers and customers to create offerings that have value. 2. Communicating. Broadly, describing those offerings, as well as learning from customers. 3. Delivering. Getting those offerings to the consumer in a way that optimizes value. 4. Exchanging. Trading value for those offerings. When a company uses exchanging and communicating as their marketing activities. What are they trying to do? What do you think are their objectives? Who are the activities or messages targeted to?

The director decides to move forward to fix this issue. "I'd like you to come up with a strategy to fix this misperception by consumers. I want this strategy to create an almost involuntary reaction in the consumer of thinking 'good-tasting cookie' whenever they see 'Cocoa Cremes'." "I think once they learn and remember that the cookie brand stands for an enjoyable eating experience, we may see an increase in sales." Which strategy would you recommend to the director? Select an option from the choices below and click Submit. You recommend developing an advertising campaign that shows the brand name at venues, like sporting events and concerts, where younger people might see it and remember it. You recommend a nationwide sampling campaign where consumers are given free samples of the cookie, ensuring the brand name is prominent in all the advertising material the consumer sees before eating the cookie. You recommend developing an advertising campaign that pairs images of people eating…

Ford widely publicizes Sheryl Connelly’s research findings about the broad trends affecting consumer behavior. During which stages of the consumer buying decision process is this publicity likely to prove influential, and why?

Huawei is avoiding some regions in Africa to become a market for their products because of certain political and technological barriers. It is just too difficult for them to reach this market. Which criteria for market segmentation is illustrated in this case? a. Profitability b. Measurability c. Actionability d. Accessibility

4. Claire is very interested in strengthening the social and environmental aspects of their business and has asked you to advise her on this. Explain to her how the societal marketing concept could apply to their business. What changes could she make to TWO aspects of the marketing mix to strengthen the environmental and social credentials of the business. [Guidance to students: Use concepts from B100 Reading 36 to help you with this answer. Start by explaining what is meant by the societal marketing context. Try to use your own words in doing so and make sure you add a reference. Then explain how the societal marketing concept can apply to Susan and Claire's coffee shop. What would they have to do in order to follow the societal marketing concept? Then recommend changes to TWO aspects of the marketing mix that would allow Claire to improve the social and environmental performance of their business. You can think about any two aspects of the marketing mix. Perhaps more could be done to…

1. How do consumers respond to various marketing efforts the company might use? Which buyer characteristics that affect buyer behavior influence you most when making a clothing purchase decision? Are these the same characteristics that would influence you when making a computer purchase? Explain. 2. Explain the stages of the consumer buyer decision process and describe how you or your family went through this process to make a recent purchase.

Responding to Business Challenges Kraft Heinz Plays Ketchup The world of condiments has become increasingly competitive over the past decade. This holds especially true for mayonnaise. Companies like Hellmann's and Kraft Heinz are struggling to hold their market share on mayonnaise as health food trends grow and smaller companies try to fill that niche. However, Kraft Heinz has a plan to adapt to trends and grow its market share. With growing health trends, consumers are more conscious of what they are eating. This has led to a decline in mayonnaise because of its high fat content. As consumers move away from traditional mayo, new brands have popped up offering healthier versions of mayo that substitute traditional oil with healthier ingredients like avocado oil. In response, Kraft Heinz has expanded its product selection to include healthier options and new flavors like roasted garlic and spicy chipotle flavors. Kraft Heinz has also invested in advertisement campaigns designed to…

Q No. 1: Consumer buying behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Discuss the Top seven Characteristics in Consumer Buying Behavior. Also discuss the steps of Buyer Decision Process?

List and briefly explain two reasons why studying consumer behavior is relevant to effective marketing planning.  define consumer behavior; describe a market controlled information source;  list and describe two factors that may influence the level of consumer involvement.

Marketing management can control environmental forces. A reactive approach is, therefore, the most beneficial approach to the marketing environment Select one: True False

Companies who want to grow their markets rely on market research to help determine consumer behavior and the most likely new potential marketplaces. Some companies design and conduct their own market research (primary research) while others choose to utilize data from existing market research conducted by other firms (secondary research).  Simulated Business Scenario Vanessa is the owner of a well-known brand of handmade decorative items such as dream catchers and candle holders. The brand, Sirrah, has a reputation for designing and selling high-quality items at premium prices.  Considering current economic conditions and the increasing influx of similar but inferior products from foreign suppliers, Vanessa is interested in expanding Sirrah into new markets. Vanessa knows she needs to research various aspects of new potential marketplaces to determine customer insights and if a new market will tolerate new competition from her Sirrah brand.  She is on a limited budget so, she is faced…

The following data are from an experiment designed to investigate the perception of corporate ethical values among individuals specializing in marketing (higher scores indicate higher ethical values). Use α= .05to test for significant differences in perception among the three groups. Which groups are significantly different?