Antecedents of Target Marketing
Short Essay: Write a 250 (or more) word discussion using research from your textbook to help substantiate your understanding of segmentation, target marketing, and positioning. Apply APA style referencing in your writing.
1. In the first part of the video, Jen Mullin, the Vice President of Marketing for Numi Organic Tea, clearly describes their typical customer. Using the information on segmentation you learned from reading Chapter 8 in Lamb, et al. (2014), discuss who the customer is and how the Numi marketing team figured that out?
ANSWER:
A market is a group of people or organizations with needs and a willingness to buy, market segments are a subgroup of people or organization within the market that share the same characteristics which causes them to have similar product needs (Lamb et al., 2014).
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