Consumer Marketing

Overview In this assignment, you will describe the consumer buying process of a significant purchase. Additionally, using different models of basketball shoes, you will identify target markets. You will breakdown the marketing mix (Product, Price, Place, Promotion) for each segment, identifying each element including pricing strategies and tactics. INSTRUCTIONS Select a product, one that would be a more significant household purchase (a big ticket item) than an everyday product. Describe the consumer buying process covered in module readings as it relates to this purchase. Using a table, as the sample in the assignment instructions in Module 4 Content shows , fill in the table to demonstrate how basketball shoe models are marketed to different target market segments, including how the marketing strategies (price, place, and promotion) are tailored to reach that segment. Include a paragraph summary explaining how the marketing mix differs for each segment in the chart. NOTE: Market segments break down a larger market into smaller, more homogenous groups using demographic (age, gender, education, income), geographic, psychographic (consumer based interests or activities), and behavioral (usage, buying habits) characteristics. The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are “most likely” to purchase your offering.

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