1. Use questions 2 and 3 from the second case study (not the group marketing plans) to begin the analysis. If you got them wrong from the first module or assessed out of module I, then segment the market here by filling in the following table. This table may be expanded by adding additional rows if you have more than seven segments in question 2 from the second case study. The strategies can be found in the mini-lectures in the supplemental readings for module II - use the product life cycle lectures.

2. Select one of the above segments to target and develop the full product mix for that segment (not what the firm is doing but what they should be doing for that segment of the market)

3. How does the above relate to the target market?s buying behaviors?

4. What is your channel strategy for your target market? (You can review the noted exhibits in your textbook by Mullins and Walker to help you with this question)

5. How does the above relate to the target market?s buying behaviors?

Market Marketing Strategy to Segment reach market segment Product Mix Strategy Pricing Channel Strategy Strategy Promotion Strategy Target Market Product Features Style Brand Package Augmented Product Target Functions Type of Market Performed Channel Member? (see textbook exhibit 12.3) by Channel Members Level Exhibit (see textbook exhibits 12.5 & 12.6) Intensity Relationship Examples? with or Coverage Manufacturer (see textbook (see textbook exhibit 12.10) exhibit 12.7)