Overview

Using an everyday product, students identify target markets.  They breakdown the marketing mix (Product, Price, Place, Promotion) for each segment, identifying each element including pricing strategies and tactics.  Students describe consumer buying process of a significant purchase. 

Instructions

A.  Using the table below, select an everyday product (dog food, cell phones, shoes, etc.).  Show how different versions of the product are aimed toward different market segments.  Use the note section for explanatory comments or observations.  Include a paragraph summary explaining how the marketing mix differs for each segment.

B.  Select a second product, one that would be a more significant household purchase than an everyday product.   Describe consumer buying process that goes into its purchase. 

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