Unit 2 Individual Assignment

2. The Workhorse segment is the largest group of customers. They want a PC fora variety of office workers to use.It should have substantial capability andflexibility, although not top of the line. Ease of use is more important than highperformance. It should also be modestly priced.

3. TheInnovatorsegment is a small segment that uses a computer for largecomputational problems (engineering, accounting, inventory management). Thesegment wants the latest technology and will pay a small premium for this high-performance.

4. TheMercedes segment is looking for a high-performance computer to use insophisticated engineering and manufacturing applications. Mercedes customersare willing to pay substantially more for high performance. At the start of theexercise, Mercedes customers are not in the market for PCs. They prefermainframes and minicomputers. It isnot likely that Mercedes customers will bewilling to buy until sometime in the second year when new computer technologyis introduced.

5. The Traveler segment wants a practical computer to use on the road. Travelercustomers are executivesand salespeople who travela great deal. This segmentis moderately price sensitive.

Unit2[GB601 | MBA Capstone]2Cadotte and Bruce (2003) state “Your overall marketing strategy should include anintegrated marketing communication (IMC) strategy. That is,all forms of communicationwith your target audience should be designed to have a common message and supporteach other” (pg. 163). To achieve penetration to your target markets, you must keepconsistency but also differentiate youradvertisement campaigns to accommodate forindividual market segments. “Advertisers use multiple outlets to ensure you placeadvertisements in media that that theirad campaign is seen” (Cadotte & Bruce, 2003,p.165). Social media is a relative newcomer to the marketing and advertising toolboxand must be integrated carefully into the overall strategy and more importantly into thestrategy for each target audience.

 RequirementsIn a 4-6 page APA formatted paper excludingtitle page, reference page, abstracts,diagrams, and other visual/oral aids as appropriate, you will:

? Report on the leading edge trends in integrating social media into traditionalmarketing and advertising campaigns.

? Create specific recommendations for incorporating social media into the marketsegments your company is targeting.