MKT-113 Introduction to Marketing Southern New Hampshire University 2-3 MyMarketingLab Simulation Activity: Segmentation Targeting Positioning
Question 1: Choose the two variables that would be most predictive of purchase intent for the All-in-One washer-dryer. Select two options from the choices below, and then click Submit. - Dwelling type: apartment, condo, or house - Religious orientation: beliefs and worship - Household size: how many people?
Answer 1: - Dwelling type: apartment, condo, or house - Household size: how many people?
Question 2: Now that you have your primary segmentation variables identified, what should your next step be? Select an option from the choices below and click Submit. - Identify the market segments to target. - Design a marketing campaign. - Identify an overall positioning strategy.
Answer 2: - Identify the market segments to target.
Question 3: The VP continues: "I need you to analyze three key demographic segmentation variables and make recommendations for each. As you make your recommendations, keep the washer-dryer's key attributes in mind. We'll begin with household size." Select an option from the choices below and click Submit. - Medium households: 3-4 members - Small households: 1-2 members - Large households: 5+ members
Answer 3: - Small households: 1-2 members
Question 4: The average American house is 2600 square feet, with 85% having washer and dryer hookups.
The average American apartment is 940 square feet, with 6tt% having washer and dryer hookups. The average American condominium is 1tt50 square feet, with 91% having washer and dryer hookups. Select an option from the choices below and click Submit. - Apartment - House - Condominium
Answer 4: - Apartment
Question 5: The last segmentation variable you need to consider is income. You could target consumers with high incomes (greater than $100,000) or medium incomes (between $40,000 and $99,999). Sauber eliminated consumers with incomes less than $40,000 from consideration because not enough of these consumers have the ability to purchase their own laundry machines. Select an option from the choices below and click Submit. - Medium income - High income
Answer 5: - High income
Question 6: Demographic (insert answers into boxes)
Answer 6: - Life Cycle: Louis and Theresa have a full house of kids living at home ages 15, 12, and 10. - Occupation: Tyrese is an engineer who works full time for a government contractor.
Question tt: Psychographic (insert answers into boxes)
Answer tt: - Social class: Ellie has a Harvard MBA, a $500,000 salary, a trust fund, and a high-power career, which places her in the upper upper class. - Personality: Phil is outgoing, gregarious, and always up for an adventure.
Question 8: Behavioral (insert answers into boxes)
Answer 8: - Usage rate: Erin loves lattes and visits her local coffee shop on a daily basis to get her fix. - Occasion: George only buys his wife flowers once a year. She gets a dozen red roses every Valentine's Day.
Question 9: Social butterfly: With large social circles and lots of activities, these consumers are always on the