MARKETING:CORE
8th Edition
ISBN: 9781260711455
Author: Kerin
Publisher: RENT MCG
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Question
Chapter 4, Problem 5VC
Summary Introduction
Case summary:
Company C has an interesting history of fulfilling the modifying requirements of the consumers. It was founded by Pharmacist B, who sees that the red petroleum were utilized to guard the service people skin in air force. He accumulated coconut oil and cocoa butter to develop Company C’s suntan cream.
The managers of Company C are much attentive towards the path, which the consumers of sun care product follows as they make a purchase. The consumers move online to gather the information.
Characters in given case:
Company C
To discuss: The challenges do Company C faces in the upcoming period and the actions that Person X suggest to every challenge.
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target market profile focus on as below –
Demographic: Age, city or region of residence, gender, race, ethnicity, or household composition.
Socioeconomic: Income, educational attainment, occupation, neighbourhood, or association memberships.
Brand affinity/product usage: Product engagement, purchasing history, or level of brand loyalty.
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Geography: Geographical area in which consumers reside and work.
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Benefits: What consumers are looking for when they shop for products and services.
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