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Assignment 6: Antecedents of Target Marketing As stated in Lamb et al. (2014), to segment a market successfully, a marketer must consider certain criteria. A market segment must be: 1) substantial (have enough potential customers to be viable), 2) identifiable and measurable, 3) composed of members accessible to marketing efforts, and 4) responsive to particular marketing initiatives to differentiate it from other market segments. In marketing, segmentation is used to create market segment profiles for the purpose of targeting consumers. Marketers identify a target market as one of the following three different strategies: · Undifferentiated targeting, · Concentrated targeting, and · Multi-segment targeting. Lamb et al. (2014) explain that an undifferentiated target marketing strategy:

Assumes that all members of a market have similar needs that can be met with a single marketing mix. A concentrated targeting strategy focuses all marketing efforts on a single market segment. Multi-segment targeting is a strategy that uses two or more marketing mixes to target two or more market segments. (pp. 131–135)

To demonstrate your understanding of segmentation, target marketing, and positioning, watch the video case study on Numi Organic Tea and answer the related questions by following the instructions.

References

Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.

View the grading rubric icon below to see the full instructions and grading rubric for this

Assignment.

Assignment: Antecedents of Target Marketing In this Assignment, you will discuss antecedents of target marketing as they relate to the video

case study on Numi Organic Tea. The video case study on Numi Organic Tea describes how

the company’s sampling program helps position the Numi Organic Tea brand with its target

markets. The brand’s premium position ties naturally into the customer outlined in the film, but

Numi is also interested in expanding outside of the major tea drinker into more casual tea

drinkers. To watch the video case study: Select Numi Organic Tea,

Using research from Chapter 8, answer the questions on Numi Organic Tea in the template

provided. Download the template for this Assignment below.

Directions for Submitting this Assignment:

Review the grading rubric below before beginning this activity. For additional help with

your writing and APA citation, please visit the Kaplan University Writing Center accessed

from the home area of this course. Compose your Assignment as a Microsoft Word

document and save it as (Example: TAllen-MT219 Assignment-Unit 6.docx). Submit your

file by selecting the Unit 6: Assignment Dropbox by the end of Unit 6.

Unit 6 Assignment: Antecedents of Target

Marketing

Percent

possible

Points

possible

Points

Earned

Comments

Content per Checklists 100% 50

Answer provides

complete information

demonstrating analysis

and critical thinking:

80%

Provides correct answers to

two short essays of 200–250 words using research from the text.

48%

24

Provides correct response to the eight multiple choice questions with additional 100 word defense of each answer. 2 pts. for each correct response (1 pt. for correct answer, and 1 pt. for viable defense)

32%

16

Subtotal:

80%

40

Provides completed template using correct grammar, spelling, and APA format and

20%

10

citation style.

Percent Total

Points

possible

Your Assignment

Score:

100% 50