Assignment

You are making your next presentation to the CEO of the organization. Your goal is to complete the following tasks for your consumer and business-to-business marketing strategy in a PowerPoint presentation to the CEO. Your objective is to compete more effectively against your competitors by serving important subculture segments better. The three markets that show the great potential are the following:

1. Hispanic consumers
2. Senior consumers
3. Asian consumers

Next, start segmenting the three subcultures. Pick one logical variable (e.g. age) that can be used to segment the market. Now add a second variable (e.g., gender) so that you have to satisfy the categories of both variables simultaneously (e.g. 25-30 years old women). Now add a third variable.

? How many possible segments can you identify from a combination of the three variables you selected?
? What implications does this have for you as the marketing manager?
? What strategy will you use to reach these markets?

Next, write a list of features for your products. Take each feature and indicate what benefits it provides to a customer.

? How would a magazine advertisement reflect this information?
? Create an actual magazine ad based on your features and benefits.
? Would you consider your product seasonal?
? What are the challenges in marketing products that are highly seasonal?