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Sample

Activity


Create a phrase or description that you would use to promote a new skin cream to the following markets:

a. Female athletes

b. Physicians

c. Men over 40

d. Teenage girls

e. Women in other global regions (e.g., Asia, Europe, Latin America, etc.)


Select a national company, and search online to determine its target market. Identify five things the business does to appeal to that market. Record your findings, and discuss them with a classmate, identifying additional things the business could do to attract its target market.

Resources


LAP


MBAResearch and Curriculum Center. (2012). Have we met? (Market identification) [LAP: MP-003]. Columbus, OH: Author.

MBAResearch and Curriculum Center. (2012). Have we met? (Market identification): Instructor copy [LAP: MP-003]. Columbus, OH: Author.



Textbooks

Allen, K.R. & Meyer, E.C. (2006). Entrepreneurship and small business management (pp. 118, 125). Woodland Hills, CA: McGraw-Hill/Glencoe.

Boone, G., & Kurtz, D.L. (2009). Contemporary marketing 2009 (pp. 47-48. 287-295, 300). Mason, OH: South-Western Cengage Learning.

Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 166-170, 248]. Mason, OH: Thomson/South-Western.

Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s edition (2nd ed.) [pp. 183-184, 185, 193-202]. Tinley Park, IL: Goodheart-Willcox Company, Inc.

Etzel, M.J.; Walker, B.J.; & Stanton, W.J. (2007). Marketing (14th ed.)

[pp. 142-157]. New York: McGraw-Hill/Irwin.

Farese, L.S.; Kimbrell, G. & Woloszyk, C.A. (2009). Marketing essentials (pp. 12-17, 37-41, 741, 743). Woodland Hills, CA: Glencoe/McGraw-Hill.

Grewal, D. & Levy, M. (2008). Marketing (pp. 36-37, 209-222). New York: McGraw-Hill/Irwin.

Lamb, C.W., Jr.; Hair, J.F., Jr.; & McDaniel C. (2003). Essentials of marketing (3rd ed.) [pp. 158-161, 163-166, 182-196]. Mason, OH: South-Western.

Longenecker, J.G., Moore, C.W., Petty, J.W., & Palich, L.E. (2006). Small business management: An entrepreneurial emphasis (13th ed.) [pp.151-154]. Mason, OH: Thomson South-Western.

Perreault, W.D., Jr.; Cannon, J.P.; & McCarthy, E.J. (2008). Basic marketing: Marketing strategy planning approach (16th ed.) [pp. 60-84]. New York: McGraw-Hill/Irwin.


Workbooks/


Manuals

Bangs, D.H., Jr. (2002). The market planning guide (6th ed.) [p. 18]. Marketing Education Resource Center (Distributor).

Burrow, J.L. (2003). Marketing: Business 2000 (pp. 33-34). Mason, OH: South-Western/Thomson Learning.



Software/

Online

KnowThis.com. (1998-2011). Targeting markets. Retrieved May 2, 2011, from http://www.knowthis.com/tutorials/principles-of-marketing/targeting-markets.htm

Lake, L. (2011). Marketing basics for the small business. Retrieved May 2, 2011, from http://marketing.about.com/od/marketingbasics/a/smmktgbasics.htm

Lancaster, G. (n.d.). Customers and marketing. Retrieved May 4, 2011, from http://www.da-group.co.uk/index.php?option=com_content&view=article&id=30%3Asegmentation-targeting-and-positioning&catid=2%3Amarketing-lectures&Itemid=1

Lancaster, G. (n.d.). Segmentation, targeting, and positioning. Retrieved May 4, 2011, from http://www.da-group.co.uk/index.php?option=com_content&view=article&id=30%3Asegmentation-targeting-and-positioning&catid=2%3Amarketing-lectures&Itemid=1

MBAResearch and Curriculum Center. (2012). Have we met? (Market identification) [LAP: MP-003: Presentation Software]. Columbus, OH: Author.

Peppers, D. & Rogers, M. (2010). Mass marketing reaches for customer value. Retrieved May 2, 2011, from http://www.1to1media.com/printview.aspx?ItemID=29127#a1

Tutor2U. (n.d.). Market segmentation—Targeting strategies. Retrieved May 2, 2011, from http://www.tutor2u.net/business/marketing/segmentation-targeting-strategies.html

Tutor2U. (n.d.). Market segmentation—Why segment markets? Retrieved May 2, 2011, from http://www.tutor2u.net/business/marketing/segmentation_why.asp




Knowledge/

Skill Statement


Understands the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions

Performance

Element


Acquire foundational knowledge of marketing-information management to understand its nature and scope.

Performance Indicator


Describe the need for marketing data (IM:012, IM LAP 12)


Level


Career-sustaining

SCANS


Information 5-8; Systems 15; Basic Skills 1-2, 5-6; Thinking Skills 9, 12

21st Century Skills


Critical Thinking and Problem Solving Skills 1, 3; Communication




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