http://www.cengage.com/marketing/book_content/9781133190110_lamb/videos/ch08.html

Assignment 6: Antecedents of Target Marketing

As stated in Lamb et al. (2014), to segment a market successfully, a marketer must consider certain criteria.

A market segment must be:

1) substantial (have enough potential customers to be viable),

2) identifiable and measurable,

3) composed of members accessible to marketing efforts, and

4) responsive to particular marketing initiatives to differentiate it from other market segments.

In marketing, segmentation is used to create market segment profiles for the purpose of targeting consumers. Marketers identify a target market as one of the following three different strategies:

· Undifferentiated targeting,

· Concentrated targeting, and

· Multi-segment targeting.

Lamb et al. (2014) explain that an undifferentiated target marketing strategy:

Assumes that all members of a market have similar needs that can be met with a single marketing mix. A concentrated targeting strategy focuses all marketing efforts on a single market segment. Multi-segment targeting is a strategy that uses two or more marketing mixes to target two or more market segments. (pp. 131–135)

To demonstrate your understanding of segmentation, target marketing, and positioning, watch the video case study on Numi Organic Tea and answer the related questions by following the instructions.

References

Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.

View the grading rubric icon below to see the full instructions and grading rubric for this Assignment.

Assignment: Antecedents of Target Marketing

In this Assignment, you will discuss antecedents of target marketing as they relate to the video case study on Numi Organic Tea. The video case study on Numi Organic Tea describes how

the company’s sampling program helps position the Numi Organic Tea brand with its target markets. The brand’s premium position ties naturally into the customer outlined in the film, but Numi is also interested in expanding outside of the major tea drinker into more casual tea drinkers. To watch the video case study: Select Numi Organic Tea,

Using research from Chapter 8, answer the questions on Numi Organic Tea in the template provided. Download the template for this Assignment below.

Directions for Submitting this Assignment:

Review the grading rubric below before beginning this activity. For additional help with your writing and APA citation, please visit the Kaplan University Writing Center accessed from the home area of this course. Compose your Assignment as a Microsoft Word document and save it as (Example: TAllen-MT219 Assignment-Unit 6.docx). Submit your file by selecting the Unit 6: Assignment Dropbox by the end of Unit 6. Unit 6 Assignment: Antecedents of Target Marketing	Percent possible	Points possible	Points Earned	Comments
Content per Checklists	100%	50
Answer provides complete information demonstrating analysis and critical thinking:	80%
Provides correct answers to two short essays of 200–250 words using research from the text.	48%	24
Provides correct response to the eight multiple choice questions with additional 100 word defense of each answer. 2 pts. for each correct response (1 pt. for correct answer, and 1 pt. for viable defense)	32%	16
Subtotal:	80%	40
Provides completed template using correct grammar, spelling, and APA format and	20%	10

Title of Paper Goes Here

Your Name

Kaplan University

Antecedents of Target Marketing

Short Essay: Write a 250 (or more) word discussion using research from your textbook to help substantiate your understanding of segmentation, target marketing, and positioning. Apply APA style referencing in your writing.

1.  In the first part of the video, Jen Mullin, the Vice President of Marketing for Numi Organic Tea, clearly describes their typical customer. Using the information on segmentation you learned from reading Chapter 8 in Lamb, et al. (2014), discuss who the customer is and how the Numi marketing team figured that out?

ANSWER:

2. What is Numi’s principle marketing plan? In what way does Numi’s marketing team use what they know about their target demographic to implement their marketing plan?

ANSWER:

Defend Your Answer Challenge: Highlight your multiple choice answer in yellow. Write a 100 (or more) word discussion in defense of your answer to the multiple choice and true/false questions using research from your textbook to help substantiate your understanding of segmentation, target marketing, and positioning. Apply APA style referencing in your writing.

3) Jen Mullin, the vice president of Marketing for Numi Organic Tea, describes their typical customer as a female, college-educated tea lover, possibly an “eco-mom.” What type of market segmentation has she used to identify this customer group?

a. Geographic segmentation

b. Demographic segmentation

c. Ethnic segmentation

d. Psychographic segmentation  

ANSWER:

4) Another way Numi Organic Tea identifies potential customers is through what they want from the product; they are looking for organic, fair-trade, premium quality tea, according to the video. What type of market segmentation is used to identify customers in this way?

a. Geographic segmentation

b. Demographic segmentation

c. Benefit segmentation

d. Usage-rate segmentation

ANSWER:

5) Because Numi Organic Tea has identified more than one target market, for example, “eco-moms,” college students, and family travelers, they should be particularly aware of the ____________________, which helps explain how consumption patterns differ at different stages determined by a combination of age, marital status, and the presence or absence of children.

a. Family life cycle

b. 80/20 principle

c. Undifferentiated targeting strategy

d. Concentrated targeting strategy

ANSWER:

6) The demographic variable that Numi Tea marketers were examining when they recognized that people who had discovered their product at a high-end spa or fine restaurant often shopped for groceries at Costco was _________________________.

a. Age

b. Income

c. Ethnicity

d. Gender

ANSWER:

 

7) Numi Tea uses premium ingredients to create a premium tea at an affordable price, according to Jen Mullin. This is a form of ______________________ that the company uses to distinguish their products from those of competitors.

a.  Perceptual mapping

b.  One-to-one marketing

c.  Product differentiation

d.  Market segmentation

ANSWER:

 

8) Which of the following is the least likely targeting strategy that Numi Tea would select to market their products?

a. Undifferentiated targeting

b. Concentrated targeting

c. Multisegment targeting

d. Niche targeting

ANSWER:

9)When Jen Mullin explains that her company seeks to include their product in gift bags and other promotional giveaways by companies and other organizations, she is recognizing the need to change customers’ perceptions through sampling.

a. True

b. False

ANSWER:

10) To graphically map the “channel conflict” between marketing Numi Tea to premium spas, hotels, and restaurants and selling the same brand at mass market stores such as Target, the company could employ perceptual mapping.

a. True

b. False

ANSWER:

 

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I’ve attached the example and the instructions of it.

 

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https://www.youtube.com/watch?v=fPUqe2lHpac

https://www.youtube.com/watch?v=n9f9Fp5VnZc

https://www.youtube.com/watch?v=ZpF6KYL396Y

https://www.youtube.com/watch?v=yYMlzSjsIB4

https://www.youtube.com/watch?v=pa5fgCgsLlg

to take notes of those videos 

 

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Think of a time when someone violated a communication rule in an interaction with you.

How did you respond to the communication rule violation why did you react that way

 

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How to Improve Your Chances of Qualifying for Asylum

I need to make for my assignment in  APA format 6th edition, single space 10 pages:

And citation a must 

A case for asylum seeker from one of the Central Asian countries. 

Applicant: a woman has two kids, nationality Russian+Tajik, religion orthodox, applied for political asylum in the USA in 2010. and now 2016 she needs to go to court. Since 

High educated but never could work as professional, since she was discriminated because of religion and ethnicity was not the origin of the country she was born. 

And I can submit a file, as NOT detailed affidavit. Our goal is to fix the statement and bring to the new updated views where a reader can understand why she is seeking for asylum, and it needs to be believable. 

Some tip:

1. she could not leave the country as soon it started because she has 2 minor kids

2. She never could get a job because she was not native nationality of the country and by religion, she practice (Russian arthodox)

3. Our work is from the weak statement of the applicant make a strong Statement (as we doing for our selves) imagine it is us… Not for someone but as she is Me…

4. Search similar asylum case statements

5. when she write her first statement she did not get any help, so now, we are as a professionals need to work on that case nad make nice case/statement of applicant and make her to be granted asylum status in the court….

Recommendations:

In order to demonstrate that you are entitled to asylum, you must first show that you meet the definition of a “refugee” – that is, that you cannot return to your home country because you had been persecuted there or because you fear persecution there in the future.

You must show that this persecution was (or would be) inflicted on you because of one or more “protected grounds”: your race, religion, nationality, membership in a particular social group, or political opinion.

Finally, you must show that you were persecuted by your country’s government (for example, police, army, or government officials) or by a non-governmental group that your government is unwilling or unable to control.

To qualify for asylum, you must prove every element of your asylum claim.

To increase your chances of demonstrating that you meet these factors, provide detailed, honest, and consistent information about yourself. Make sure to include sufficient information about your race, nationality, ethnicity, religion, tribal and clan membership, or political affiliations – explaining how you were (or would be) hurt or threatened because of a “protected ground.” Include names of people and places, as well as dates when relevant. If you cannot remember specific dates, try to include the month and the year (if you can remember them accurately). Make sure that all of the information you provide is accurate to the best of your ability. Do not try to guess any details if you cannot remember them.

In explaining why you are seeking asylum, you must include detailed information about yourself: how you personally were harmed in the past, why you are afraid to return, why you were harmed, and what you believe would happen to you if you had to return to your home country. Do not simply write general statements.

Although you should also include some information about your friends and family members who have also been persecuted, your application must focus on you. Also, explain how the person(s) persecuting you did so because of one or more of the “protected grounds.” You will not qualify for asylum if you were being hurt for personal reasons only. (A protected ground does not have to be the only reason why you were persecuted, as long as it was one of the reasons you were — or would be — hurt.)

You should attach your written declaration to your asylum application. That way, you can provide many more details than you can include on Form I-589 alone. This will help the asylum officer or an Immigration Judge better understand why you are applying for asylum.

Attaching documents will greatly increase your chances of obtaining asylum. U.S. law requires that you produce all reasonably available evidence helping to explain what had happened to you or what would happen to you if you returned. Such evidence might include the following, depending on your specific case: student identification cards; union membership cards; political or religious group membership cards; pictures of your injuries; newspaper articles about you (or about your family or friends or others in situations similar to yours); hospital records; and any complaints you had made about your persecution. If you cannot produce such documents, you should explain why not.

Your claim will also be evaluated against evidence of human rights conditions in your home country. Therefore, you should include reports about your country from sources such as Amnesty International, Human Rights Watch, or the U.S. State Department. 

Make sure that your personal application details are consistent with those reports.

 

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