Marketing in Society, Segmentation, and Positioning

Understanding the environment in which a business operates is crucial to being able to remain competitive. Additionally, the trend for growth into international markets means that modern businesses have to consider a growing number of factors when planning marketing activities.

Being able to “profile” your potential consumers and the characteristics they tend to share is a highly valuable process for any marketing manager to undertake. Imagine a product or service that your firm might eventually launch. Think about the characteristics of the consumers you would be targeting.

To prepare:

• Review the Gundlach, Boundless, and University of Kansas articles in this week’s Learning Resources.
• Review the media in this week’s Learning Resources:
• Although not required, it is highly recommended thatyou read Chapters 1 and 4 in your course text if you have already obtained a copy.

Post by Day 3 a 150- to 250-word response to the following questions:

• How does marketing play a role in society?
• Explain why target marketing is important. Be sure to address each of the following as it relates to target marketing: segmentation, positioning, and orientation.

Be sure to support your work with specific citations from the Learning Resources and any additional sources.

Note: Independent research is not required for this week’s Discussion, but it is strongly encouraged.