With Valentine's Day-looming, Steven-Coyle was on his phone looking for a date-but-not-on-Tinder. The 26-year-old-from Las Vegas-used-an-...

   

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With Valentine's Day-looming, Steven-Coyle was on his phone looking for a date-but-not-on-Tinder. The 26-year-old-from Las Vegas-used-an- app-called Snack-to-scroll-through-videos of women walking down the street, showing off their outfits, or lip-syncing to the camera. One-caught-his- eye-a-tall, pretty-blond-recording herself-walking through Disney-California Adventure Park to the Avengers-Campus, where-she-ordered-a- cocktail-at-the-bar. She looks fun, he thought. He pressed a heart to "like." Coyle-had-stumbled upon Snack, an app-that-bills itself as "Tik Tok meets-Tinder," just a few days earlier. It's one of a handful of innovative dating apps that are trying to capture the attention of Gen-Z, -many-of- whose members say they are tired of the apps that have dominated the online dating-scene-for-nearly a decade Bumble, Hinge and, above all, Tinder, which popularized the now-ubiquitous "swipe to match" user interface. Looking for love with someone who-shares-your-Myers-Briggs- personality type, or-your-love-of-video-games? Want to see a blurry-photo of your prospective partner-that-gets-progressively sharper-the-longer- you-chat? The options abound. Heterosexual-couples in the U.S. are now more likely to meet-a-romantic-partner-online-than-via-any-other-mode- of connection. A-2017-survey-found-39% of such couples reported meeting their partner online, compared with 22% in 2009. Nearly-half-of-all-18-- to-29-year-olds say they have used-a-dating-app-in-their-life, according to a 2019-Pew Research Center-study. And during the pandemic, -online- dating-reached new heights with Bumble-reporting a 70% increase-in-video-calls-and-Tinder-exceeding 3 billion-swipes-in-one-day-for-the-first- time-in-March-2020. Underscoring its intention to court a new generation of daters, Snack-eliminated the swipe gesture in favour of pressing-a- heart-button-or-sending a message. "Swiping-is-10-years-old now," said Kaplan, who was one of the first employees at Match.com-and-involved- with the dating app Plenty of Fish, which eventually was sold for $575-million. That's not all that's been freshened up. Users-upload TikTok-style- videos instead of photos, there's no field-for-a-bio, and you can even upload-videos to an Instagram-style-"story" that people can-view-after-you- match with them. TikTok, where Snack advertises, played a major role in its creation. Kaplan-was-scrolling through the app one-day-in-early-2020- when she came across a video of a woman introducing herself-with-her-name, age-and-star-sign. Her-caption included the hashtag "#single."- Kaplan-realized-she-had-discovered an entire "underbelly" of dating already occurring-on-TikTok. It clicked: A-video-first-dating-app-was-the-logical- next evolution of dating. She encouraged-her-Gen-Z-employees and investors to incorporate their voices and feedback into the development-of- Snack. They told her most people of their generation-only-used-the-swiping apps because they had to, preferring to move the conversation-to-a- more-casual-social media platform-such as Instagram or Snapchat-as quickly as possible. Taking a page from the early days of Tinder, the- company is focusing-on-on-the-ground-promotion-at-college campuses and currently has the most users in California, Texas, Florida-and-New- York. The free app is available only to those-aged-18-to-35. 1 QUESTION-1-(15-Marks) The marketing-mix-can-be-defined using two-well-known-models-the-4P model and the extended-7P-model. Identify the SEVEN (7)-elements-of- the-7P-model and apply the model to the Snack-app-by-referring to-information in the case-study. As you are using information from the case- study, you have to reference the case study according to the prescribed referencing-guideline. QUESTION 2 (5 Marks) The marketing environment is made up of a micro-environment and a macro-environment. Based on the information in the case study, provide the following. 2.1 Refer to evidence in the case study pointing to the presence of competitors in the micro-environment. 2.2 Identify TWO (2)| macro-environmental factors highlighted in the case study. Refer to information in the case study to support your answers. QUESTION 3 (10 Marks) The purpose of segmenting the market is to ensure that a company's limited resources are directed at those groups of people or organisations likely to yield the best returns. Segmentation operates at four levels. 3.1 Identify and discuss the FOUR (4) levels at which segmentation operates. 3.2 Identify the level applicable to Snack. Refer to information in the case study to substantiate your answer. With Valentine's Day-looming, Steven-Coyle was on his phone looking for a date-but-not-on-Tinder. The 26-year-old-from Las Vegas-used-an- app-called Snack-to-scroll-through-videos of women walking down the street, showing off their outfits, or lip-syncing to the camera. One-caught-his- eye-a-tall, pretty-blond-recording herself-walking through Disney-California Adventure Park to the Avengers-Campus, where-she-ordered-a- cocktail-at-the-bar. She looks fun, he thought. He pressed a heart to "like." Coyle-had-stumbled upon Snack, an app-that-bills itself as "Tik Tok meets-Tinder," just a few days earlier. It's one of a handful of innovative dating apps that are trying to capture the attention of Gen-Z, -many-of- whose members say they are tired of the apps that have dominated the online dating-scene-for-nearly a decade Bumble, Hinge and, above all, Tinder, which popularized the now-ubiquitous "swipe to match" user interface. Looking for love with someone who-shares-your-Myers-Briggs- personality type, or-your-love-of-video-games? Want to see a blurry-photo of your prospective partner-that-gets-progressively sharper-the-longer- you-chat? The options abound. Heterosexual-couples in the U.S. are now more likely to meet-a-romantic-partner-online-than-via-any-other-mode- of connection. A-2017-survey-found-39% of such couples reported meeting their partner online, compared with 22% in 2009. Nearly-half-of-all-18-- to-29-year-olds say they have used-a-dating-app-in-their-life, according to a 2019-Pew Research Center-study. And during the pandemic, -online- dating-reached new heights with Bumble-reporting a 70% increase-in-video-calls-and-Tinder-exceeding 3 billion-swipes-in-one-day-for-the-first- time-in-March-2020. Underscoring its intention to court a new generation of daters, Snack-eliminated the swipe gesture in favour of pressing-a- heart-button-or-sending a message. "Swiping-is-10-years-old now," said Kaplan, who was one of the first employees at Match.com-and-involved- with the dating app Plenty of Fish, which eventually was sold for $575-million. That's not all that's been freshened up. Users-upload TikTok-style- videos instead of photos, there's no field-for-a-bio, and you can even upload-videos to an Instagram-style-"story" that people can-view-after-you- match with them. TikTok, where Snack advertises, played a major role in its creation. Kaplan-was-scrolling through the app one-day-in-early-2020- when she came across a video of a woman introducing herself-with-her-name, age-and-star-sign. Her-caption included the hashtag "#single."- Kaplan-realized-she-had-discovered an entire "underbelly" of dating already occurring-on-TikTok. It clicked: A-video-first-dating-app-was-the-logical- next evolution of dating. She encouraged-her-Gen-Z-employees and investors to incorporate their voices and feedback into the development-of- Snack. They told her most people of their generation-only-used-the-swiping apps because they had to, preferring to move the conversation-to-a- more-casual-social media platform-such as Instagram or Snapchat-as quickly as possible. Taking a page from the early days of Tinder, the- company is focusing-on-on-the-ground-promotion-at-college campuses and currently has the most users in California, Texas, Florida-and-New- York. The free app is available only to those-aged-18-to-35. 1 QUESTION-1-(15-Marks) The marketing-mix-can-be-defined using two-well-known-models-the-4P model and the extended-7P-model. Identify the SEVEN (7)-elements-of- the-7P-model and apply the model to the Snack-app-by-referring to-information in the case-study. As you are using information from the case- study, you have to reference the case study according to the prescribed referencing-guideline. QUESTION 2 (5 Marks) The marketing environment is made up of a micro-environment and a macro-environment. Based on the information in the case study, provide the following. 2.1 Refer to evidence in the case study pointing to the presence of competitors in the micro-environment. 2.2 Identify TWO (2)| macro-environmental factors highlighted in the case study. Refer to information in the case study to support your answers. QUESTION 3 (10 Marks) The purpose of segmenting the market is to ensure that a company's limited resources are directed at those groups of people or organisations likely to yield the best returns. Segmentation operates at four levels. 3.1 Identify and discuss the FOUR (4) levels at which segmentation operates. 3.2 Identify the level applicable to Snack. Refer to information in the case study to substantiate your answer.

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Question 1 The 7P Model and its Application to Snack App The 7P Model is an extension of the traditional 4P marketing mix adding three additional elements that are essential in servicebased industries ... View the full answer