Session 6 june 14 marketing management 15e chapter 9

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Marketing 2018
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Chapter 17 / Exercise 5
Marketing 2018
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Session 6-June 14 Marketing Management , 15e Chapter 9 Class Discussion Questions: Chapter 9 | Identifying Market Segments and Strategies Identifying suitable market segments and selecting targets are critical to the success of any marketing plan. Look back at the market information, buyer behavior data, and competitive details you previously written in your marketing plan as you get prepared to discuss your answers to the following questions in class. Which variables should KIND use to segment its consumer markets? How can KIND evaluate the attractiveness of each identified segment? Should KIND market to one consumer segment or target more than one? Why? Should KIND pursue full market coverage, market specialization, product specialization, selective specialization, or single-segment concentration? Why? Complete the following section of your KIND Healthy Snacks Marketing Plan: Customer Market Analysis Segmentation . Define your recommended approach for segmenting the consumer market. Target Markets Define the customer segment(s) KIND should focus their marketing efforts. Use personas to describe the target consumer(s) (see Chapter 4, p. 114). Session 7-June 21 Marketing Management , 15e Chapters 10 & 11 Go to Real Time Cases online platform to view the following: KIND Movement Commercial (run time: 1 minutes, 13 seconds) Class Discussion Questions: Chapter 10 | Crafting the Brand Positioning Segmentation, targeting, and positioning are the foundation of all marketing strategy. Be prepared to discuss your answers to the following questions in class. What is an appropriate positioning statement for KIND Healthy snacks? Create a perceptual map to diagram points-of-parity and points-of-difference between KIND and its competitors. Are there any opportunities based on your findings? How can KIND create differentiation from competitors using emotional branding? Should KIND be concerned about private label competition in the nutrition bar category? What data do you have to support your answer? Class Discussion Questions: Chapter 11 | Creating Brand Equity One of the most valuable intangible assets of a firm it its brands. Be prepared to discuss your answers to the following questions in class. What brand elements would be most useful for differentiating the KIND brand from competing brands? How can KIND sum up its brand promise for its healthy snacks? Complete the following section of the KIND Healthy Snacks Marketing Plan: Positioning Define the KIND brand positioning. Positioning statements are for internal use (versus an externally focused advertising slogan). Below is a typical framework used to write a positioning statement: For (target customer) who (statement of need/opportunity), (brand) is (product/service category) that (statement of benefit), unlike (primary competitive alternatives), (brand) (statement of primary differentiation).
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Marketing 2018
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Chapter 17 / Exercise 5
Marketing 2018
Ferrell/Pride
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