MARKETING LOOSELEAF W/CONNECT
6th Edition
ISBN: 9781264013012
Author: Grewal
Publisher: Cengage Learning
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Chapter 4, Problem 5MA
A company that makes vitamin-infused drinks and other “healthy” snacks has the following mission statement: “Our goal is to profitably sell good-tasting, healthy products and to better society.” Although its products are organic, they also are relatively high in sugar and calories. The company gives a small portion of its profits to the United Way. Evaluate its mission statement in terms of the four principles of conscious marketing.
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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.
Determine the marketing concept for two products below. For doing so, you have to find the following:
Objective of the business:
A
Features of the product:
Benefits of the product:
Target segment of consumers:
Type of marketing management orientation
Objective of the business:
DON'T TALK ÜF
LOVE & PEACE
Features of the product:
Benefits of the product:
WHEN YOU HAVE A DEAD ANIMAL ON YOUR PLATE
Target segment of consumers:
Type of marketing management orientation
Does Marketing Create or Satisfy Needs?
Marketing has often been defined in terms of satisfying customers' needs and wants. Critics, however, maintain that marketing goes beyond that and creates needs and wants that did not exist before. They feel marketers encourage consumers to spend more money than they should on goods and services they do not really need.
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