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Principles of Marketing-Weekly Assignments

Principles of Marketing-Weekly Assignments - Principles of...

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Principles of Marketing – Weekly Assignments Kotler, P. & Armstrong, G. (2008). Principles of Marketing , (12 th Edition). Upper Saddle River, NJ: Pearson Prentice Hall. WK 1 Market Segmentation, Target Marketing and Positioning Both Wal-Mart and Target sell merchandise at lower prices with lower margins and higher volumes. Based on your experiences with both retailers and by visiting their websites at http://www.target.com and http://www.walmart.com describe how the two discount store chains differ in market segmentation, target marketing, and market positioning strategies. Despite the many similarities between Wal-Mart and Target, they noticeably stand apart based on their differences in market segmentation, target segmentation, and market positioning. While both claim to be discount stores, Wal-Mart is geared more towards the lower class and lower end of the middle class, the blue collar family, whereas Target’s market segment is more of the middle class, upper middle class, and even the low upper class, the white collar family. Wal-Mart boasts its “Always Low Prices (Always),” whereas Target claims that the consumer can “Expect More (even though they) Pay Less.” Wal-Mart is able to offer the lowest prices in the market because their market segment typically lives by a stricter budget and is therefore more willing to compromise quality for the lowest price. Target shoppers, however, may have a little more leniency in their budget and are therefore able to spend a little more money on higher quality products and more stylish trends. While Wal-Mart is known as THE discount store and Target is more of the discount department store, they have taken differing approaches in order to prove their positions. Wal-Mart uses families in their advertising to appeal to their segment and show that they are aware of the needs and wants of their consumers and they can provide all that even to shoppers (families) on a tight budget. Target uses chic and savvy advertisements to appeal to a younger more hip crowd. They want to show their segment that their products are stylish and popular. A big marketing difference that sets the two apart from each other is that Target’s approach is to make the products appealing to the consumer, whereas Wal-Mart’s approach is to make the price appealing to the consumer! Marketing Environment What can a mobile phone marketer do to take a more proactive approach to the changes in the marketing environment? Discuss specific forces, including macro and micro environmental.
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Cell phones have definitely become a must have for the majority of the population. When I got my first phone, funny enough, I only used it to make phone calls. Now, I can take pictures, videos, email, instant message, text message, create documents, browse the internet, navigate, and surprisingly, so much more! The technology is updating so fast, it’s almost impossible to keep up; but, for the most part, I believe companies have been able to maintain their appeal while continuing to depict the need for consumers to update their phones.
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Principles of Marketing-Weekly Assignments - Principles of...

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