Cumberlands Marketing Managem

Assigned Readings:

Chapter 3. Segmentation.

Chapter 4. Targeting.

Chapter 5. Positioning.

Initial Postings:
Read and reflect on the assigned readings for the week. Then post what
you thought was the most important concept(s), method(s), term(s),
and/or any other thing that you felt was worthy of your understanding in
each assigned textbook chapter.Your initial post should be based upon
the assigned reading for the week, so the textbook should be a source
listed in your reference section and cited within the body of the text.
Other sources are not required but feel free to use them if they aid in
your discussion.

Also, provide a graduate-level response to each of the following questions:

  1. This
    question gives you more market sizing practice (it’s a skill you’ll
    need). Using the logic from the chapter, try to estimate the possible
    market for the number of pairs of football pants a manufacturer could
    sell in your city. Hints:

    1. Go
      online and find the number of high schools in your city’s school
      districts. If you live in a large city, focus on only the largest school
      district.
    2. Assume that 90% of those high schools have both a varsity football team (with 40 players) and a junior varsity team (35).
    3. Assume
      also that each player gets 2 pairs of game pants (one in the dark
      school colors, and one in the light), and on average, 1.5 pairs of white
      pants for practice
  2. Should
    a firm change its positioning depending on the market? What are the
    potential advantages and disadvantages of doing this?
  3. Why
    do you think market segmentation is important and what impact could it
    have on a company? Does a successful company need to segment at all?
    Identify four different products that represent market segmentation
    based on demographic, geographic, psychological, and behavioral features
    and discuss how each product’s advertising reflects this segmentation.

[Your post must be substantive and demonstrate insight gained from the course material. Postings must be in the student’s own words – do not provide quotes!]

[Your initial post should be at least 450+ words and in APA format (including Times New Roman with font size 12 and double spaced).

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