Marketers must reach diverse market segments by targeting various ethnic groups and subcultures, such as teenagers, women or children. We are going to play a word association game. Think back to when you were a kid… It’s really simple, and it can be a useful exercise when planning your final project in this course. The object is to move quickly through the list, and in the blank next to each name write down the first words that come to your mind. Just write a descriptive word or two that pops into your head. There are no right or wrong answers here.
Share your answers in the post with everyone. Then take a look at Figure 4-1 in the textbook (p 113). It presents a basic model of consumer decision making. Describe how your answers from the word association game above would your choice of supporting/purchasing from the brands above.
Disney: Mickey Mouse, Disneyland
Nike: Sports
Apple: expensive, good camera
Coca-Cola: refreshing
The Gap: comfortable, affordable
Honda: Cars
Amazon: necessary, convenient
Wal-mart: one stop shop for all
Marketers must reach diverse market segments by targeting various ethnic groups and subcultures, such as teenagers,...