Question

One challenge companies face is having their product appeal to everyone, since certain groups or individuals have their own preferences. Marketing to these groups and individuals can create conflicting feelings about a product or business.

Select a subculture that you are part of and describe how companies specifically market to you. Compare this marketing to how the same business markets to another group or subculture.
Next, explain, from the business’s side, how a company would plan to buy material and create product stock to supply to a specific subculture, not knowing how many units will be demanded. Hint: Use the business buying decision process model to help with your decision.

Answer 1

Companies market to different subcultures by tapping into their unique preferences, such as technology enthusiasts with innovation and environmental activists with sustainability. They utilize the business buying decision process model to plan production and supply to match estimated demands for these specific groups.

Step-by-step explanation:

Companies face the challenge of marketing to different subcultures, each with unique preferences and behaviors. For instance, a subculture that I am part of is the technology enthusiast community. Businesses market to us by highlighting the latest features, cutting-edge technology, and by associating their products with innovation and expertise. This marketing approach is often contrasted with how the same business would market to a different subculture, such as environmental activists, where they would emphasize sustainability, eco-friendliness, and the use of recycled materials.

From the business side, when planning to supply products to a specific subculture without clear demand numbers, companies may employ the business buying decision process model. This includes identifying the problem or need, establishing buying specifications, evaluating potential suppliers, selecting the product and supplier, and then ordering and evaluating performance post-purchase. A company may utilize market research, past sales data, and trend analysis to estimate potential demand and prepare an adequate stock that balances the risk of under or overstocking.