Lackawanna MKT105 2021 September Module 4 Discussion (dq1+dq2) Latest

MKT105 Principles of Marketing

Module 4 Discussion

DQ1 Business Marketing Application Huggies

Prior to the completion of this discussion board post, please review:

Reading Chapter 7: Business Marketing Pg. 124 Chapter 7: Business Marketing PowerPoint Presentation  Download Chapter 7: Business Marketing PowerPoint Presentation

 Background: Business marketing provides goods and services that are bought for use in business rather than for personal consumption. Intended use, not physical characteristics, distinguishes a business product from a consumer product. In the situation below you are looking into the external marketing environment of competition. Business marketing research has to take into consideration what other businesses are doing and how you can take a product that is a consumer product and market into a business product.

Application Question:

As the marketing manager for Huggies diapers made by Kimberly-Clark, you are constantly going head-to-head with Pampers, produced by rival Procter & Gamble. You are considering unlocking the potential of the business market to increase your share of the disposable diaper market, but how? Write an outline of several ways you could transform this quintessential consumer product into a successful business product as well.

In your post please provide at least two APA references to support your answer (You can utilize the textbook). You can utilize the Purdue Online Writing Lab (OWL) (Links to an external site.) website for the correct way to reference the articles used.

DQ2 Market Segmentation Application- The Hotel Industry

Prior to the completion of this discussion board post, please review:

Reading: Chapter 8 Segmenting and Target Marketing pg. 140

Chapter 8 Segmenting and Targeting Marketing PowerPoint Presentation  Download Chapter 8 Segmenting and Targeting Marketing PowerPoint Presentation

 Purpose: This activity will allow you and your group to utilize critical thinking to analyze the importance of market segmentation and the segments that would be suitable in an industry.

Objective: We will be focusing on creating a hotel that will meet the needs of its customers. This will be completed by utilizing demographics, psychographic, geographic, and behavioral segmentation approaches.

How to play the game:

Your instructor will divide our class into small groups of 2 to 4 members. Each group will get four cards "dealt" to them. These cards will display the following information:

Numbers on the cards will be the age of your customers- 2s=20s.

Each card will display a number so it may be beneficial to try and get similar ages or create an age range. For example, three 3s would be suitable for those in their thirties where one 3 and two 2s may indicate customers aged 20 to 30s.

Suit on each card will represent income-

            Diamonds- $30,000

            Hearts- $50,000

            Clubs- $70,000

            Spades- $100,000

If you have a mix of suits, then your hotel could work for different income levels.

Step 1: Take a few moments to choose one target market card that you do not want. (this can be for income or age) this step doesn’t have to be completed if you want to be inclusive in your concept.

Step 2: (Optional) each team can choose to acquire an additional card giving the team 4 total cards (after step 1). This can be completed at random or choose from a selection of cards that are face up. Remember, you want to make sure your market elements are compatible.

Step 3: Take the time to fully understand the market you have within your cards.

Step 4: You are now being asked to design a hotel. This will relate to the atmosphere of the hotel based on the information from the cards. You have two options below in the activity for steps 4 and 5 to brainstorm different hotel ideas for your target market. Make sure that the elements are suitable for the level of income in your segmentation.

Step 5: At the end of this activity you will be asked to present the target market and hotel ideas that your group created.

Activity for steps 4 and 5:

Utilize the following section to brainstorm and further explore your hotel segmentation. (You will be able to make two different types of hotels; we will then further explore these advertisements in future chapters.

Advertisement for (name of the hotel created): ______________________________

Demographics-

Age:

Income amount:

Psychographics: Based on your cards what kind of interests, values, and personalities would you expect the people who will stay at your hotel to have?

Geographic: Would it make sense to segment this hotel geographically? (why or why not)?

Behavioral: What are some behavioral elements that would be present in this scenario?  (Think of decision-making patterns for purchase, consumption, lifestyle, and usage).

Create an advertisement that encompasses your hotel (1 to 3 sentences):

In your post please provide at least two APA references to support your answer (You can utilize the textbook). You can utilize the Purdue Online Writing Lab (OWL)  (Links to an external site.)website for the correct way to reference the articles used.