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1. BMW, the luxury German car maker, stands for
performance and luxury. The company has grown its product line by targeting
specific market segments. BMW’s full range of cars includes 1 series, 3 series,
5 series, 6 series, 7 series, X3 SUV, X5 SUV, X6 SUV, Z4 and M. The 7 series
was targeted to a group of consumers who were traditional and wealthy. They
liked to be showy with flamboyant cars. They didn’t like sporty cars but
preferred comfort and luxury, so BMW added electronic features like window
controls, airflow, night vision, etc. The X5 was created to target a group of
customers who weren’t born in wealthy families but had achieved success
recently. They had taken up activities like biking and golf. These customers
needed a bigger car for their active lifestyles and big families. Discuss on
what dimensions (geographic, psychographic, demographic, behavioral) has BMW
segmented and targeted customers for the 7 series and X5 models.
Answer: Market segmentation allows a marketer to take a
heterogeneous market, heterogeneous is a market consisting of customers with
diverse characteristics, needs, wants, and behaviour, and divides it up into
one or more homogeneous markets which are made up of individuals or
organisations with
2. You are the advertising manager for a health food
brand. Develop two different ad themes to appeal the consumer on two different
levels in the Maslow’s hierarchy for the ad campaign.
Answer: Advertising
campaigns are the groups of advertising messages which are similar in nature.
They share same messages and themes placed in different types of medias at some
fixed times. The time frames of advertising campaigns are fixed and
specifically defined. The basic aim of an advertising campaign is to draw
attention of the viewers or prospective customers. The whole gamut of a
3. Enumerate the decision-making process you would go
through in the following 2 purchase scenarios. Classify each of the scenarios
into Nominal/Limited/Extended Decision Making.
a. Buying your first car with the savings you have
accumulated over the last year.
b. Buying a new pair of running shoes.
Answer: a) In
this case, extended decision making will be followed. When consumers do not
have any established criteria for assessing a product category or brands in the
category or have not constricted the number of brand they will deliberate to a
small manageable subset (evoked set), their decision
Complete
Assignment available for NMIMS
in
rs 250 per assignment only
You
can call us 87-55555-879
Within
1 hour will revert you by mail
Sample only
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