Beano’s Café
Chapter 7
Customer-Dnven Marketing Strategy: Creating Value for Target Customers
come cheap; prices range from $87,900 to $106,000. Before bringing it to market, however, the company needs to identify its target market and estimate the market potential in this segment.
1. Identify an appropriate market segment for this product.
Discuss variables the company should consider when estimating the potential number of buyers for the highperformance Fisker Karma sports car. (AACSB:
Communication; Reflective Thinking)
243
2. Using the chain ratio method described in Appendix 2, estimate the market potential for the Fisker Karma sports car.
Search the Internet for reasonable numbers to represent the factors you identified in the previous question. Assume each buyer will purchase only one automobile and that the average price of automobiles in this market is $100,000.
(AACSB: Communication; Use of IT, Analytical Reasoning)
vuo Case
Meredith
The Meredith Corporation has developed an expertise in building customer relationships through segmentation, targeting, and po sitioning. Amazingly, however, it has done this by focusing on only half of the population—the female half. Meredith has developed the largest database of any U.S. media company and uses that database to meet the specific needs and desires of women.
Meredith is known for leading titles such as Better Homes and
Gardens, Family Circle, and Ladies’ Home Journal. But that list has grown to a portfolio of 14 magazines and more than 200 special interest publications. Through these magazines alone, Meredith regularly reaches about 30 million readers. By focusing on core categories of home, family, and personal development, Meredith
has developed a product mix designed to meet various needs of women. This creates multiple touch points as individual women engage with more than one magazine, as well as with specialty books and Web sites.
After viewing the video featuring
Customer-Dnven Marketing Strategy: Creating Value for Target Customers
come cheap; prices range from $87,900 to $106,000. Before bringing it to market, however, the company needs to identify its target market and estimate the market potential in this segment.
1. Identify an appropriate market segment for this product.
Discuss variables the company should consider when estimating the potential number of buyers for the highperformance Fisker Karma sports car. (AACSB:
Communication; Reflective Thinking)
243
2. Using the chain ratio method described in Appendix 2, estimate the market potential for the Fisker Karma sports car.
Search the Internet for reasonable numbers to represent the factors you identified in the previous question. Assume each buyer will purchase only one automobile and that the average price of automobiles in this market is $100,000.
(AACSB: Communication; Use of IT, Analytical Reasoning)
vuo Case
Meredith
The Meredith Corporation has developed an expertise in building customer relationships through segmentation, targeting, and po sitioning. Amazingly, however, it has done this by focusing on only half of the population—the female half. Meredith has developed the largest database of any U.S. media company and uses that database to meet the specific needs and desires of women.
Meredith is known for leading titles such as Better Homes and
Gardens, Family Circle, and Ladies’ Home Journal. But that list has grown to a portfolio of 14 magazines and more than 200 special interest publications. Through these magazines alone, Meredith regularly reaches about 30 million readers. By focusing on core categories of home, family, and personal development, Meredith
has developed a product mix designed to meet various needs of women. This creates multiple touch points as individual women engage with more than one magazine, as well as with specialty books and Web sites.
After viewing the video featuring