Week 6 learning
activity
Learning Activity #1
Marketing Strategies
You are in the market for a new car. In the past, your
budget has allowed you to exceed $25,000 for a vehicle. However, there is a recession underway,
gasoline prices have risen and while there is nothing definite, you are
concerned about job security. You are
looking to buy a smaller car with good gas mileage but comfort on the long
commute has you looking towards a bigger car.
What marketing strategies can the small car companies employ to win you
over? What about the larger car company?
Learning Activity #2
Market Segmentation
Assume you are marketing a new lawn hose that will not
split, crack or explode if left out in the winter.
Identify at least five marketing segmentation characteristics
that you would use in developing a profile of your customers.
Explain the segmentation category that each characteristic
falls (demographic, geographic, behavioral, or psychographic, etc.). When appropriate, be sure to include at least
one characteristic from each category.
How would you use the segmentation information to price this
product? Or, would you use another form
of analysis (if so what would it be)? Explain in detail. Price the new item and
explain the reasoning behind the price.
Be sure to use the course readings to support the reasoning and
conclusions.
