Antecedents of Target Marketing

As stated in Lamb et al. (2014), to segment a market successfully, a marketer must consider certain criteria.

A market segment must be:

substantial (have enough potential customers to be viable),
identifiable and measurable,
composed of members accessible to marketing efforts, and
responsive to particular marketing initiatives to differentiate it from other market segments.

In marketing, segmentation is used to create market segment profiles for the purpose of targeting consumers. Marketers identify a target market as one of the following three different strategies:

Undifferentiated targeting,
Concentrated targeting, and
Multi-segment targeting.

Lamb et al. (2014) explain that an undifferentiated target marketing strategy:

Assumes that all members of a market have similar needs that can be met with a single marketing mix. A concentrated targeting strategy focuses all marketing efforts on a single market segment. Multi-segment targeting is a strategy that uses two or more marketing mixes to target two or more market segments. (pp. 131–135)

To demonstrate your understanding of segmentation, target marketing, and positioning, watch the video case study on Numi Organic Tea and answer the related questions by following the instructions.

References

Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.

View the grading rubric icon below to see the full instructions and grading rubric for this Assignment.

listen to link :

http://www.cengage.com/marketing/book_content/9781133190110_lamb/videos/ch08.html

………………..Answer preview………………………

In review of the video, Jen Mullin, discussed how the Organic Tea Company Numi was full of young adults and automatic presumed that all the Organic Tea Company Numi consumers would only be with the young adults. But when deciding on having a quantitative data collection to truly understand to whom there product was actually appealing to, it was not what they thought. Come to find out the Organic Team Company Numi was appealing to the mid-age or older age women. It’s obvious that they solely focus or gear there company towards females. In addition, they were able to find out more about the woman that they are appealing to; they are educated, buy about 2-3 boxes a month, caring about causes (ex: breast cancer) that Numi care’s about………….

APA

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