Discussion Post: Marketing Management
• This question gives you more market sizing practice (it's a skill you'll need). Using the logic from the chapter, try to estimate the possible market for the number of pairs of football pants a manufacturer could sell in your city. Hints:
o Go online and find the number of high schools in your city's school districts. If you live in a large city, focus on only the largest school district.
o Assume that 90% of those high schools have both a varsity football team (with 40 players) and a junior varsity team (35).
o Assume also that each player gets 2 pairs of game pants (one in the dark school colors, and one in the light), and on average, 1.5 pairs of white pants for practice
• Should a firm change its positioning depending on the market? What are the potential advantages and disadvantages of doing this?
• Why do you think market segmentation is important and what impact could it have on a company? Does a successful company need to segment at all? Identify four different products that represent market segmentation based on demographic, geographic, psychological, and behavioral features and discuss how each product's advertising reflects this segmentation.
Activity Problem
This activity will help students understand concept of targeting and its importance
• Activity I: Choose a product that you would like to introduce in the market. Create a profile of your target market and to discuss the reasons for choosing this market.
• Activity II: Find a company that is struggling. Where is it in the positioning matrix? Could the company be more successful if it changed any of its Ps (e.g., to head to the lo-lo-lo-lo or hi-hi-hi-hi cells)?
The response must include a reference list. One-inch margins, double-space, Using Times New Roman 12 pnt font and APA style of writing and citations.