intriduction if business

part 2 only

Part 1 If you were developing a marketing campaign for the companies or products listed below, what group of consumers would you target? For each of these products, identify at least four segmentation characteristics that you would use in developing a profile of your customers. You should select a characteristic segment for each segmentation category- demographic, geographic, behavioral, or psychographic. Example: Harley-Davidson Motorcycle Segmentation characteristics: 1. Psychographic--Premium pricing: Harley's are more expensive than the average motorcycle, and people who ride Harleys do so because it represents their desire to be free from the demands of their busy, money-making lives - which is how they can afford a Harley. 2. Demographic-Age: the average age of a Harley rider is 49 years old (2014). Rather than focus on marketing to young people who cannot afford a Harley, the company appeals to the middle-aged consumers. 3. Geographic--Southwest Part of the Country. While the east and west coast are very populated, states such as Utah, Colorado, and North and South Dakota are wide open, especially their highways. Many motorcycle riders make the trip to this area to have the opportunity to ride without too much traffic. There is also the Sturgis Motorcycle Festival held every year in South Dakota. 4. Behavioral--Current and Ex-Military: former members of the military are major buyers of motorcycles, and they tend to live near a military base after they retire. Harley showrooms should be within 25 miles of these military bases and cater to veterans. Companies or Products: Organic Baby Food Apple iPhone McDonald's Reusable Straws (not plastic) Part 2 Watch three (3) different TV shows that you would usually not watch. For example, if you are a sports fan and love ESPN, watch Lifetime, Hallmark, or ID Discovery. If you watch the news 24/7, watch a sitcom on NBC or CBS, a reality show on Bravo, or a show on the History network. Identify the types of commercials that sponsor the show. Draw a connection between the show and the target market you believe the advertising is directed towards