Question

1. What consumer wants (or benefits) are met by the following products or services? (a) 3M Post-it Flag Highlighter, (b) Nike running shoes, (c) Hertz Rent-A-Car, and (d) Amazon online shopping. 2. Each of the four products, services, or programs in question 1 has substitutes. Respective examples are (a) a Bic highlighter, (b) regular tennis shoes, (c) an Uber or Lyft ride, and (d) a department store. What consumer benefits might these substitutes have in each case that some consumers might value more highly than those products mentioned in question 1? 3. What are the characteristics (e.g., age, income, education) of the target market customers for the following products or services? (@) National Geographic magazine, (b) Chobani Greek yogurt, (c) New York Giants football team, and (d) Facebook. 4. A college in a metropolitan area wishes to increase its evening offerings of business- related courses such as marketing, accounting, finance, and management. Who are the target market customers (students) for these courses? ! 5. What actions involving the four marketing mix elements might be used to reach the target market in question 4? question 4? 6. What environmental forces (uncontrollable variables) must the college in question consider in designing its marketing program? ud try to 7. Does a firm have the right to "create” wants and try to persuade consumers to buy products and services they didn't know about earlier? What are examples of “good” and "bad" want creation? Who should decide what is good and bad?

Answer 1

(1)3M’s Post-it Flag High-lighters benefit the consumers by offering a 2-in-1 product that utilizes both a high-lighter and post-it flags to serve as a convenience to consumers when time crunch is essential. Nike running shoes benefit their customers by rewarding them with a quality longer lasting shoe. Hertz Rent-A-Car provides their customers with an alternative to using their own vehicle for times when it may not be immediately available. Amazon online shopping allows the consumer to shop in the comfort of their own home and experience a more relaxing shopping experience.

(2)Consumers may value a BicTM highlighter more than its substitute because their want for a highlighter may not warrant a need for a sticky flag and its attached price (which may be more). Some consumers may not see the value in Nike shoes over regular and their price point. Other consumers may not justify renting a car when affordable and comfortable ride is more hassle-free than renting a vehicle at Hertz. Lastly, consumers that shop at a department store may enjoy the experience of physically examining the goods and then purchase them which will provide them higher satisfaction.

(3)a) National Geographic magazine’s target market is targeted for the older consumers with higher sources of income as well as them being highly educated.
(b) Chobani aimed at people who never liked yogurt. They not only targeted women but also men.They targeted the high to middle class population.
(c) New York Giants football team is targeted to most ages, income, and education groups.
(d)About 60 percent of Facebook users are female and 40 percent are male. Also, 57 percent of users have completed some sort of college education; 24 percent have completed either a bachelors or graduate degree.

(4)The target market customers for the night courses are students pursuing a business degree or business looking to improve their employee’s physical capital by allowing themto take courses in the evening.

(5)The four marketing mix elements are product, place, promotion, and price. The product would be what kind of degrees are being offered to the targeted customers. The place would be at the college in the evenings to benefit some students as well as offering many online classes. Promotions would be on newspaper, ads, emails, course catalogs etc. Price would of course be the price or tuition for taking a course.