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Lab Assignment #1
Use the following template to brainstorm ways a company might market the same commodity to
different segments of their market. The first row has been done for you as an example.
Commodity
Cereal
Children
Placing toys in the
box
Teenagers
Associating it with
a celebrity or
athlete
Parents
Promoting with
money-saving
coupons
Grandparents
Advertising health
benefits
Sweatshirts
Electronics
Books
Art Supplies
Lab Assignment #2
Use the following template to brainstorm the types of purchasing concerns that might be associated
with each demographic. The first one has been completed for you as an example.
Demographic
Ages 18-24
Purchasing Concerns
Price, peer reviews, ,
convenience, immediacy
Explanation
Typically, this age group is either
in college or in an entry-level,
low-paying position; therefore,
price would be a concern
because of a lack of discretionary
income. At this age, individuals
are heavily influenced by their
peers, so social proof will be an
effective strategy. Young people
are known for their need for
instant gratification, so
convenience and immediacy will
be a factor as well.
Income Over $100,000 year
Christian
Mother of three kids
Single man
College Graduate
Ages 65+
As you completed the activity, you may have noticed that you were doing a lot of speculation. Marketers
do that too, but they also rely on market research to inform their decisions.
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Lab Assignment #3
See if you can determine different personality profiles for the following commodities using the following
template. Try to come up with as many different types of consumers as possible. The first one has been
done for you as an example.
Commodity
Late night movie premiere
Personality Profiles
Teenagers who want to stay out late, people obsessed with a certain
actor or film, people willing to pay more to see something first
(possibly competitive), thrill-seekers
Afternoon “Music in the Park
concert
Country music festival
SEC college football game
Disney on Ice performance
Lab Assignment #4
Now, use the following template to align one of the personality profiles you identified for each
commodity with marketing techniques that they would likely respond to. Again, the first one has been
completed for you to serve as an example. Note: You may wish to look back at previous units for ideas.
Personality Profile
People willing to pay more to see something first
(possibly competitive)
Effective Marketing Techniques
Product enhancements, advertisements which
feature the scarcity of the one-night premiere,
social proof