BAS 282: Targeting: Homework

Which of the following considerations would lead Karen and Anika to select a niche marketing strategy?

Karen and Anika are experienced entrepreneurs who own a small company with limited resources.

Match each product to the most appropriate target marketing strategy for that product.

1. Salt - Undifferentiated Targeting 2. Energy Drinks - Differentiated Targeting 3. High-End Ties - Niche Marketing 4. Paper Clips - Undifferentiated Targeting 5. Bicycles - Differentiated Targeting 6. Hand-Carved Wood Boxes - Niche Marketing 7. Unscented Tealight Candles - Undifferentiated Targeting 8. Cosmetics - Differentiated Targeting 9. Bags made from Upcycled Materials. - Niche Marketing

The Purple Plum is the only Asian restaurant on the river that offers panoramic views.

Competitive Environment

The Purple Plum's expanded menu consciously omits those dishes that its competitors already offer; it wants to be the only Asian restaurant in town with a robust menu of unique dishes.

Competitive Environment

Of the three customer profiles, which best represents Arnita's target consumer? Why?

Eugene's customer profie best represents Arnita's target customer. Arnita's "ChaseIt" sports leggings for men include many aspects; reflectors, light-weight insular panels for warmth, non-chafing, cool, and comfortable fit; that fit Eugene's individualized needs. Eugene uses his bicycle the majority of the time, therefore comfort, climate control, and non-chafing are a must. The reflectors are the perfect safety addition for his early morning and evening rides. Making "ChaseIt" sports leggings fit Eugene's needs as well as his budget.

Marketing research showed that many people in the city do not necessarily have a favorite Asian cuisine; rather, they enjoy dishes that blend together flavors from different Asian traditions.

Growth Potential

The Purple Plum hopes to attract the new influx of young urban professionals and families looking for the types of Asian Fusion restaurants they're used to seeing in the city.

Growth Potential

The Purple Plum's location right on the river offers beauty and refuge for those seeking to enjoy a good meal away from the hustle and bustle of the city.

Strategic Fit

The Purple Plum's new line of traditional Chinese and Japanese dishes are intended to attract those customers who want more Chinese and Japanese menu options.

Strategic Fit

Luna and Mario perform a SWOT analysis as they consider which consumer groups to target with their new pizzeria. Of course, one of their key target markets is students. From Luna and Mario's perspective, which of the following represents both a strength of and an opportunity for their proposed business?

The pizzeria will be open until midnight, while the university cafeteria closes at 3 p.m.

Identifying a Target Market Investors have asked Arnita to consider a 10-year growth plan for Arnita's Leggings. Arnita believes that if she meets the needs of her primary market with her WorkIt brand, then she can introduce other products over time to appeal to new markets segments. To help Arnita identify the right target market for her new line of sports leggings for men, answer the questions that follow. Based on Arnita's market research and other considerations, which consumer group best represents her target market for her new line of sports legging?

The recreational cyclists because as the fastest-growing type of cyclist, they represent the best opportunity to maximize sales.

In addition to targeting the students, faculty, and staff of City of Angels University as potential customers, Luna and Mario are thinking about targeting local families in the evening hours, when the campus is less busy. Luna and Mario would like to offer an express delivery service to houses and apartments within a 15-mile radius of their pizza parlor. Should Luna and Mario pursue this market (people who want pizzas delivered to their homes in 30 minutes or less)? Why or why not?

They should not target this consumer group, because locally established competitors (Pizza Hut, Domino's, and Papa John's) have many more available resources for delivering pizzas quickly.

Of the three criteria marketers must consider during the target selection process, which criteria best match the target consumer you selected in the previous question?

When selecting Eugene the Recreational Cyclist during the previous question, growth potential is the target criteria. As stated in the previous reading the recreational cyclist market is expected to increase by 15% over the next few years. The higher the growth rate the more attractive the segment.

In developing their consumer targeting plans, Luna and Mario are aware of the importance of strategic fit. Of the following possible target groups, which are the best strategic fit for Luna and Mario's pizzeria? Why?

businesses in the area surrounding the campus, because many workers like to get out of their offices for an inexpensive lunch

Meet Eugene. Eugene is a sculptor and is currently working on expanding his working studio into a gallery space for displaying his pieces. He is also an art therapist for children with disabilities at the local public school. His educator's salary is his primary source of income, which he supplements with sales of his sculptures. While Eugene does have a car, he uses it primarily for transporting his sculptures to buyers or for transporting art supplies. Being the environmentally minded individual that he is, Eugene prefers cycling over driving. Because Eugene spends most of his time on his bike, comfortable cycling pants are important to him, especially when he trains for local races. Given his teaching schedule, he typically rides in the early morning or evening hours, so leggings that come with high-quality reflector pads are an important safety feature for him. Eugene has been unable to find a pair of leggings that meets all his needs and his budget. Eugene represents a new target market that falls outside of Arnita's primary market segment (women). Which target marketing strategy is Arnita's marketing team using to reach this new segment?

differentiated

If Karen and Anika want to make their services available to all the different people who live in their neighborhood, for example, single professionals, small local business owners, retired senior citizens, and families with small kids, then they should implement a(n) ________ strategy.

differentiated targeting

If Karen and Anika want to offer childcare services to young families and scheduling services for doctors' appointments or insurance claims services for senior citizens, which target marketing strategy should they use?

differentiated targeting

Not surprisingly, Luna and Mario plan to name their pizza parlor "Luna and Mario's." They feel very enthusiastic about renting space and opening very close to City of Angels University because the campus is thriving. In addition, the university's public relations office has indicated that in the coming years, the university will have more students, faculty, and staff each year. Based on this information and on their desire to target the university community, Luna and Mario believe that their pizzeria has

good growth potential.

If Arnita decides she wants to pursue someone within Alejandro's market segment, namely other competitive cyclists who care little to nothing about wearable technology, which targeting strategy should her marketing team use to reach that target segment?

niche

If Karen and Anika want to offer comprehensive assistance to small business owners to help them achieve work-life balance, which target marketing strategy should they use?

niche marketing

Identifying a Target Market Investors have asked Arnita to consider a 10-year growth plan for Arnita's Leggings. Arnita believes that if she meets the needs of her primary market with her WorkIt brand, then she can introduce other products over time to appeal to new markets segments. To help Arnita identify the right target market for her new line of sports leggings for men, answer the questions that follow. Arnita made it a point to maintain the biodegradable synthetic material in her new line of sports legging because environmental awareness is part of her brand and mission statement. Her target market was impressed by this. Which key targeting criterion is Arnita considering in her target selection process?

strategic fit

Identifying a Target Market Investors have asked Arnita to consider a 10-year growth plan for Arnita's Leggings. Arnita believes that if she meets the needs of her primary market with her WorkIt brand, then she can introduce other products over time to appeal to new markets segments. To help Arnita identify the right target market for her new line of sports leggings for men, answer the questions that follow. Arnita saw an opportunity to extend her WorkIt leggings to the male market—hence the birth of ChaseIt, the new sports legging for men. Her research indicated that sports leggings are popular among runners, cyclists, triathletes, and dancers. What process did Arnita follow to determine which of these groups would represent her primary consumer group?

targeting