Introduction Consumer product classes are based on how consumers think about and shop for products However, different groups of potential customers may have different needs and buying behavior for the same product Thus, the same product could be placed in two or more product classes depending on the needs and behavior of target customers Therefore, product planners should focus on specific groups of customers (i e , market segments) whose needs and buying behavior are relatively homogeneous As you do the exercise, you will see that the product classes have very little meaning unless they are related to specific target markets Assignment For each scenario below, answer three questions Indicate the consumer product class based on the characteristics of each group of customers, and then Explain why you placed the product in this class Assume each scenario represents the shopping behavior of a particular target market Make one recommendation (think of the 4 Ps) to improve the marketing strategy for that target market Justify your strategy As he walked into a Walmart, Jeremy Bower was looking for a hat to wear on a hot sunny day He saw a display of baseball style caps at the front of the store He saw hats with names or logos of sports teams, a local college, and even sporting goods products Other hats were blank or had weird sayings Jeremy grabbed the least expensive hat and purchased it Product class Why Recommendation Why Toby Rosso was excited He was waiting on the dock to go deepsea fishing with his two brothers off the coast of Hawaii The Captain of the boat they had chartered for the day strode up and said All Aboard to Toby and his brothers Just then, Toby realized that he did not have a hat and it was going to be hot and very sunny on their 8 hour adventure Toby quickly ran to the Marina Store He found a kind of stupid looking overpriced baseball cap but it was the only one sold at the store So he bought it and was thankful at the end of the day Product class Why Recommendation Why

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Introduction Consumer product classes are based on how consumers think about and shop for products. However, different groups of potential customers may have different needs

Introduction

Consumer product classes are based on how consumers think about and shop for products.However, different groups of potential customers may have different needs and buying behavior for the same product. Thus, the same product could be placed in two or more product classes-depending on the needs and behaviorof target customers. Therefore, product planners should focus on specific groups of customers (i.e., market segments) whose needs and buying behavior are relatively homogeneous.

As you do the exercise, you will see that the product classes have very little meaning unless they are related to specific target markets.

Assignment

For each scenario below, answer three questions:

Indicate the consumer product class based on the characteristics of each group of customers, and then
Explain whyyouplaced the product in this class.
Assume each scenario represents the shopping behavior of a particular target market. Make one recommendation (think of the 4 Ps) to improve the marketing strategy for that target market. Justify your strategy.

As he walked into a Walmart, Jeremy Bower was looking for a hat to wear on a hot sunny day. He saw a display of baseball style caps at the front of the store. He saw hats with names or logos of sports teams, a local college, and even sporting goods products. Other hats were blank or had weird sayings. Jeremy grabbed the least expensive hat and purchased it.

Product class ______________________________________

Why? ____________________________________________

Recommendation __________________________________

Why? ____________________________________________

Toby Rosso was excited. He was waiting on the dock to go deepsea fishing with his two brothers off the coast of Hawaii. The Captain of the boat they had chartered for the day strode up and said "All Aboard" to Toby and his brothers. Just then, Toby realized that he did not have a hat - and it was going to be hot and very sunny on their 8-hour adventure. Toby quickly ran to the Marina Store. He found a kind of stupid looking overpriced baseball cap - but it was the only one sold at the store. So he bought it and was thankful at the end of the day.

Product class ______________________________________

Why? ____________________________________________

Recommendation __________________________________

Why? ____________________________________________