business marketing

We have seen (and can see) multiple examples of companies that effectively use target marketing: gyms that target overweight people, tourist cruises that target international visitors, and fast food companies that market the same product to a variety of target markets.

PART ONE: Target Audience Examples

Companies that Have it Figured Out (10 points)

For this first part you will search for THREE different television commercials and/or magazine ads. You MUST search for examples of brands/products that have been successful at marketing directly to a SPECIFIC target audience through television and/or magazine ads.

NOTE: You cannot use an example that has been mentioned in lectures or class ppts.

For each of the three commercials/magazine ads state the following:

1. Name of the brand and/or company.

2. Provide a link to the actual ad, and full description of the ad and the product.

3. Why did you select this ad, why did it appeal to you?

4. What is the target audience and why do you think this?

5. There is no single way to segment the market, which of the four major segmentation variables were used in your example.

PART TWO: (10 points)

How does market segmentation differ from market targeting?

How can marketers use behavioral segmentation in consumer markets? And why do marketers believe that behavioral variables are the best starting point for building market segments?

Find FIVE ADS (TV or youtube or magazine), ONE AD for EACH one of the five behavioral segments: occasion segmentation, benefit segmentation, user status, usage rate, and loyalty status. State the brand/product, and how the ad is targeting/using each of the five behavior variables.

USE THIS TABLE to complete your answers

Do NOT use an example that is specifically mentioned in the textbook.

Label both parts, and save your answers to PARTS ONE and TWO in one file