Assignment:
Creating Long-Term Loyalty Relationships
Marketing Management.
Consider the following as you read:
• How have companies, like Pandora, used marketing to improve customer satisfaction and loyalty?
Analyzing Business Markets
Consider the following as you read:
• How has GE unified its various brands under one marketing umbrella (or bra Marketing Management, Ch. 8: Tapping into Global Markets
Consider the following as you read:
• How has Twitter gone from a US-based company to a global entity?
Crafting the Brand Positioning
Consider the following as you read:
• What are some specific branding guidelines for small business?
Positioning Discussion
Positioning
Select a product on the market today. Explain how marketers would appeal to each market segment for your selected product.
Market Segmentation Discussion
Segmentation
Think of a product category that you purchase. How is the market commonly segmented and to which segment do you feel you belong? How would marketing be more or less effective for you depending on the segment? How would you contrast demographic and behavioral segment schemes? Which one(s) do you think would be most effective for marketers trying to sell to you?
Target Markets Discussion
Targeting
As marketers increasingly tailor marketing programs to target market segments, some critics have denounced these efforts as exploitive. They see the preponderance of billboards advertising cigarettes and alcohol in low-income urban areas as taking advantage of a vulnerable market segment. Critics can be especially harsh in evaluating marketing programs that target African Americans and other minority groups, claiming they often employ stereotypes and inappropriate depictions. Others counter that targeting and positioning is critical to marketing, and that these marketing programs are an attempt to be relevant to a certain consumer group.
Take a position: Targeting minorities is exploitive versus Targeting minorities is a sound business practice.