Reference no: EM13891231

1. Define the marketing term "target market".

2. Explain how bases for segmentation are defined and give a product example of each:

a) Geographic
b) Demographic
c) Psychographic
d) Benefit
e) Usage-rate

3. Explain alternative strategies for selecting target markets:

a) Undifferentiated
b) Concentrated
c) Multisegment

4. Case study "Coke Zero"

Questions-

i. Describe the specific type of consumer that the Coca-Cola Company is targeting with each of the following products: Diet Coke, Coke Zero, Diet Coke Plus, Coca-Cola Blak, and Full Throttle Blue Demon. What types of demographic segmentation is each product's marketing most likely to include?

ii. Some industry analysts think soft-drink companies should develop products that will bring new customers into the market rather than just creating variants on the old. They warn that products like Coke Zero will cannibalize lost market share from other soft drink categories instead of increasing the number of consumers overall. Which Coca-Cola products are most likely to lose customers to Coke Zero?

iii. Why do you think that the hidden-camera videos used to promote Coke Zero were an effective way to reach its target market? Do you think a similar strategy with a viral marketing campaign on the Internet would appeal to the target market for Diet Coke Plus?

iv. Do you think Diet Coke could have been repositioned to change consumers' perceptions of it enough to be considered a drink equally appealing to men? Why or why not?

5. Describe what's included in the components of the marketing mix (4 P's). Then choose a product and provide an example for each category based on your product choice:

a) Product
b) Price
c) Promotion
d) Place/distribution

6. Why is it important for marketers to position their product? How does it relate to product differentiation? Can a product be repositioned?