Marketing: An Introduction Plus MyMarketingLab with Pearson eText -- Access Card Package (13th Edition)
13th Edition
ISBN: 9780134472492
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Question
Chapter 6, Problem 6.15VC
Summary Introduction
Case summary:
The newcomer in the television for children is S Programming. This program was owned by Company N. The S Programming telecasts P Kids a broadcasting television network and the extra needed material. The network encourages multi-platform. The S Programming can be accessed through regular programming through Comcast and through S Programming online network.
The S Programming not only target the kids but it targets the preschool families. The S Programming thinks that their parents must be involved in the program views by their children. The promotional efforts of S Programming are mainly geared up towards parents and children.
Characters in the case:
- S Programming
- Broadcasting Television Network P
- Company N
Introduction:
Classifying the market into various smaller sections based on the buyer’s different needs and wants, characteristics, and behaviors is called market segmentation. This would help to reach buyers with various marketing strategies or product mixes. Marketing segmentation can be classified into “geographic, psychographic, demographic, and behavioral variables”.
To determine: The reason for S Programming targeting the preschool families rather than their whole focus on children.
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Chapter 6 Solutions
Marketing: An Introduction Plus MyMarketingLab with Pearson eText -- Access Card Package (13th Edition)
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