EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 9780134461434
Author: Armstrong
Publisher: YUZU
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Chapter 5, Problem 5.3DQ
Summary Introduction
To discuss: The term subculture and the two subculture Person X is belongs to and the reference group which influences Person X’s
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Nivea is the product I use most frequently. Nivea's primary market segment consists of young adults (18–35 years old) of both sexes. The company focuses on the middle class with an emphasis on affordability, but it also expands to a more family-oriented audience by offering products that cater to various age groups and gender-specific needs. In their marketing campaigns, Nivea frequently emphasizes themes of family, care, and trust. Repeat Customers: Nivea aims to attract customers who regularly buy skincare products or who are already brand loyal. To promote recurring business, the brand frequently provides loyalty benefits or subscription services. Young adults (18–35) of both sexes, especially those interested in skincare issues like acne, sun protection, and anti-aging, as well as men seeking specialized grooming products, are likely to be Nivea's most promising target segments for growth and profit. This is because this demographic is very interested in personal care, frequently…
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