Principles of Marketing

 

Consumer Behavior, Market Segmentation & Positioning

Consumer decision-making process. Student can identify how marketing strategy can influence each of the steps in the consumer decision-making process.
Segmentation. Students can use the segmentation characteristics to identify and describe market segments.
Target market & strategy. Students can identify a usable market segment to be a target market and determine an appropriate target-market strategy
Positioning. Students can develop and interpret a perceptual map.

Directions

Refer to the product or service you selected for your first writing assignment. This week, you want to take a closer look at what consumer factors may be relevant for customers who are considering buying your product or service offering. This will require some critical thinking on your part based on your own behavior if you are a customer yourself, or you may want to talk to others who have purchased the product. Sometimes you can find clues when looking at the marketing messages that may be addressing some of these factors.
So far, you have only been considering the customers of your product or service as one big group, or a mass market. More astute marketing breaks down this large group into smaller market segments of consumers who have similar characteristics. For any specific product or service, there could be numerous market segments. However, company resources may only allow a company to pursue one or two or these market segments, which then become target market(s). In this paper, you should divide the mass market for your product or service into at least two market segments and then pick one target market you think would have the most potential for future growth.
Chances are you picked a product with which you are familiar. That is a good starting point, and you may represent one target market. But you may represent a target market that is saturated and therefore not the best target market to pick for the remainder of the semester. So be sure your second target market is different enough and represents growth potential.
If you did not do a thorough analysis of the competition in the prior writing assignment, you may need to go back and figure out the nature of the product’s or service’s competition. This will be important when you address the positioning of your product for your newly identified target market inasmuch as positioning is a competition-based concept.
Part 1

 

Sample Solution

ne of the theoretical basis of greed versus grievance dichotomy can be found in the document called Beyond Greed and Grievance: Feasibility and Civil War (Collier, Hoeffler, Rohner, 2008), where it suggests some trends that conflicts in the contemporary global south commonly have, especially when analysing their causes focusing on the exploitation of resources and economies of looting. The first trend is their economies; an economy based on primary commodities exports in natural resources like oil and timber, to mention some examples. The limited economic growth and consequently the low average income in the country exacerbate the second and third trend, the latter exposing a reasonable motivation for people to have a justified sense of fight, and try to seek justice by their own hand. Moreover, they argue that pointing out people´s grievances and addressing them are not a good motive to end conflict; leading conflict into what is called a conflict trap in the contemporary Global South (Collier et al. 2008).

On the other hand, many other academics challenge the greed model and remark that pointing at grievances of a society play an important but unsteady factor in order to find the ‘why’ of armed conflict. In the Global South, the lack of control in their roots’ image and identity could be seen as a captive grievance that saw its re-emergence after the decolonisation process. Grievance theory is supported by the relative deprivation of Ted Gurr (1970), and the horizontal inequalities by Frances Stewart (2008).

The horizontal inequalities refer to the “inequality of economic, social or political dimensions or cultural status between culturally defined groups” (Stewart, 2008, page 3) as the main driver of conflict. Also, it remarks the ethnic differences and class displacement to “discourage outright rebellion” (Keen, 2012, page 761). Complementing the grievance ideology, as analysed in the book Why Men Rebel (Gurr, 1970), the ‘theory of relative deprivation’ shows how people’s grievances are represented by unmet expectations and their way to proceed against them are unsuccessful -this means that whether the authority or the non-state actors are unhelpful to respond to their needs, their frustration will be reflected in violent reactions (O’Gorman, 2011, page 29). Elite groups controlling economic and political accesses is a way to benefit certain groups and, therefore, creating a feeling of despair, showing many inequalities that reinforce the motivation of violent acts through seeking justice by their own hand.

Complementary to the concepts of greed and grievance, proxy measures of armed conflicts in the Global South can demonstrate the relevance of the framework. Moreover, many grievance proxies can also be found in greed motivations of war. This dynamic raises its hand as the key element to understand the whole process of civil wars and armed conflicts. Greed proxy measures, according to the greed theory creators, are the “population size and

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