Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Question
Chapter 6, Problem 2ALC
Summary Introduction
To identify: The segmentation and targeting strategies of two footwear companies and determine a company that targets different segments and another company that targets only few segments.
Introduction:
Classifying the market into various smaller sections based on the buyer’s different needs and wants, characteristics, and behaviors is called market segmentation. This would help to reach buyers with various marketing strategies or product mixes. Marketing segmentation can be classified into “geographic, psychographic, demographic, and behavioral variables”.
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At the last Linking the Concepts, you segmented the U.S. footwear market. and select two companies that serve the footwear market. Describe their segmentation and targeting strategies. Can you come up with a company that targets many different segments versus another that focuses on only one or a few segments?
Market Segmentation & Targeting for Walmart
What problem does your product or service solve? Describe the total market for your solution: Who are potential customers? Which segment does this marketing plan focus on, and why? Why do you believe this segment will offer growth and profit opportunities?
In 500 words or more
Why is it possible for two competitors in the same industry to segment a market differently? Do McDonald's and Burger King pursue the same target market?
1. What are the key differences between the customers McDonald's has identified as possible targets?
2. What are the pros and cons of targeting each group?
3. Does it make more sense to think about targeting the retailers (e.g. Target, Walmart, Gas Station, etc.) or individual consumers? Explain your answer.
Chapter 6 Solutions
Marketing: An Introduction (13th Edition)
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