Question: We have learned that sometimes marketers split the larger market up into smaller segments so they can devise specific communication strategies targeted at specific segments.

We have learned that sometimes marketers split the larger market up into smaller segments so they can devise specific communication strategies targeted at specific segments. Further in chapter 5, we learned that it is important for marketers to recognize that products satisfy a range of consumer needs so we can develop and implement appropriate strategies geared at satisfying those specific needs. According to the lecture and text, some of the specific needs that determine products/brands we buy are: 1) need for achievement, 2) need for affiliation, 3) need for power, and 4) need for uniqueness. For this assignment, devise separate communication strategies for an article of clothing, each of which is targeted at one of these four types of needs. Different articles of clothing can be used for the different strategies. Think of the consumers with a particular type of need as belonging to the same segment. Therefore, you should produce four different communication strategies, each one targeted at a segment with a specific type of need. Clearly identify each strategy.

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