Introduction

A marketing manager's planning job is to find attractive market opportunities and develop effective marketing strategies. A marketing strategy consists of two interrelated parts: (1) a target marketa relatively homogeneous group of customers to whom a company wishes to appeal, and (2) a marketing mixthe controllable variables which the company puts together to satisfy this target group (the 4Ps).

Here, it is important to see the difference between mass marketing and target marketing in developing marketing strategies.

Assignment

This exercise is designed to illustrate the difference between mass marketing and target marketing. Read each of the following cases and, for each case, (a) indicate whether each firm is following a mass-marketing or a target-marketing approach, and (b) briefly explain your answers.

1. Green Vision Corp. has just introduced a new type of lawn sprinkler called the "Summer Shower Sprinkler" and it is being promoted as the "ultimate lawn sprinklermore convenient than rain." According to Green Vision's president, the sprinkler is "absolutely guaranteed" not to leak, rust, or break. Moreover, "when it is turned on, the water pressure makes it 'crawl' along the hose so that different areas get watered without having to touch or move the sprinkler." Available in several models ranging in price from $25 to $60, it is expected to sell "in the millions." "This product is so superior," say company officials, "that no household in the United States will want to be without one."

a) Mass marketing or target marketing? (circle one)

b) Briefly explain your answer.

2. Amir Abdelkader recently retired after 20 years of service as a chef for a luxury cruise line. During his career, he worked on ships that took him to almost every part of the world. In the process, he learned to prepare the favorite dishes of many different countries. Amir and his partner have decided to use their savings to open an ethnic restaurant, but with a difference. Each week they will feature the cuisine of a different region. Amir is sure that their restaurant will be an outstanding success. "We want to be a destination restaurant," he says, "a place where adventurous folks want to come for special meals and service to celebrate special occasions. Our prices won't be cheap, but that will help us afford special promotional mailings to the upscale professionals who live within driving distance of the restaurant."

a) Mass marketing or target marketing? (circle one)

b) Briefly explain your answer.

Answer rating: 100% (QA)

1 Green Vision Corp Summer Shower Sprinkler a Target marketing b Green Vision Corp is employing a ta... View the full answer