Marketing: An Introduction, Student Value Edition Plus MyMarketingLab with Pearson eText -- Access Card Package (13th Edition)
13th Edition
ISBN: 9780134421902
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Question
Chapter 6, Problem 6.17VC
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 way the Company S utilizes the differentiation and positioning strategy to build their relationship among the target customers.
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James Shoe Emporium, a retail brick and mortar shoe store caters to the higher income market in your country. However, the establishment has been experiencing falling revenue since the August 2024. The owner of the company believes that marketing and selling his shoes via the internet might be the solution. He has hired you to formulate an emarketing plan to do so.
You have decided to use the following e-marketing strategies (content marketing, email marketing, mobile marketing, online advertising and social media engagement). Why?
State how you would manage ethical and legal issues in the digital environment.
James Shoe Emporium, a retail brick and mortar shoe store caters to the higher income market in your country. However, the establishment has been experiencing falling revenue since the August 2024. The owner of the company believes that marketing and selling his shoes via the internet might be the solution. He has hired you to formulate an emarketing plan to do so.
Develop a background for James Shoe Emporium. Describe the following: location of the company – country and city/town, type of shoes sold and price, the target market.
State why the owner is considering using e-marketing. What benefits can e-marketing bring?
Chapter 6 Solutions
Marketing: An Introduction, Student Value Edition Plus MyMarketingLab with Pearson eText -- Access Card Package (13th Edition)
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