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25 Jan 2018

What is marketing myopia, and how can it be avoided?

What is customer-perceived value, and what role does it play in customer satisfaction?

Explain the roles of market segmentation, market targeting, differentiation, and positioning in implementing each strategy.

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Beverley Smith
Beverley SmithLv2
27 Jan 2018
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Related questions

Watch the following animated explanations on segmentation of markets to develop a strong understanding of the concepts:

Understand the characteristics of markets and market segments.

Understand the criteria for successful market segmentation.

Understand the bases commonly used to segment consumer markets.

Understand the steps involved in segmenting markets.

Watch the following video on how the Food Network® uses segmentation and target marketing to appeal to consumers: View it here

Choose a cooking show from the Food Network® website (2014 Television Food Network G. P.) at: http://www.foodnetwork.com/shows.html to study and answer the questions below.

Using research from Chapter 8, to help substantiate your understanding of the segmentation and target marketing concepts, answer the following questions related to the segmentation and targeting of consumer markets for your chosen show:

Identify a minimum of three (3) segmentation bases that might be used to segment the market for your chosen show.

Describe the specific reasons each of the three (3) segmentation bases might be used to segment the market for your chosen food show.

Describe the type of target marketing strategy that might be used to reach the consumer for your chosen food show. Discuss the product differentiation strategy used to distinguish your chosen show from the rest of the shows on the Food Network® website (2014 Television Food Network G. P.).

Describe the most likely positioning base or bases that might be used to appeal to consumers in the target market for your chosen food show.

ASSIGNMENT 04

Sources must be cited in APA format. Your response should be four (4) double-spaced pages; refer to the "Assignment Format" page located on the Course Home page for specific format requirements.

Respond to the items below.

• Explain customer-perceived value.

• Explain total customer satisfaction.

• What valuable functions can brands perform for a firm?

• Given that the power of a brand resides in the minds of consumers and how it changes their response to marketing, there are two basic approaches to measuring brand equity. Briefly, describe each of these approaches.

• Incorporating the concepts discussed in this assignment, answer the following: How does a loyal brand community support the positioning and branding of a small business? Provide an example to support your explanation.

-End-

1. What are the steps of the marketing process?

2. By using customer roles and profiles, define the target market?

3. Describe and define the major methods for conducting marketing research?

4. How do you develop your value proposition?

5. What are the steps involved in organizing a marketing plan?

6. Describe the characteristics of goods and services?

7. Define the total product.

8. Differentiate the stages of new product development.

9. What is the impact of the product life cycle.

10. Describe the marketing funnel and the stages in the customer development process

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