Question

Choose a Consumer Goods Producer that you believe is successfully practicing differentiated targeting as their segmentation strategy. You CANNOT use either General Motors or Frito-Lay as they are used as examples in your textbook. Identify/Explain the level of involvement most likely used in the decision to purchase this product as well as any relevant situational influences on the consumer that could arise in the purchase of this product. Finally, explain the base/bases of segmentation used for each segment and how the strategy for each segment is different across the 4 P's particularly the chosen brand name for each targeted segment. Remember, you only see the posts of your classmates AFTER you have posted your own. A complete post will clearly define and illustrate each of the concepts in BOLD above. YOU MUST USE QUOTE WHEN REPLYING TO CLASSMATES TO RECEIVE CREDIT FOR YOUR RESPONSE. Make sure that everything is fully defined and illustrated correctly.

Answer 1

Nike is a consumer goods producer that practices differentiated targeting. The level of involvement in purchasing Nike products is high, and situational influences may play a role. Nike uses demographic and psychographic segmentation, and their strategy differs across the 4 P's of marketing.

Step-by-step explanation:

A consumer goods producer that successfully practices differentiated targeting as their segmentation strategy is Nike. Nike uses differentiated targeting by creating different product lines for various segments of the market such as athletes, casual wearers, and children. Their level of involvement in the decision to purchase their products is high, especially for athletic shoes, as consumers often consider factors like performance, style, and brand reputation. Situational influences that could arise in the purchase of Nike products might include the need for new shoes for a specific sport or event.

The base of segmentation used by Nike includes demographic segmentation (targeting different age groups and genders) as well as psychographic segmentation based on consumer lifestyles and interests. The strategy for each segment differs across the 4 P's of marketing. For example, Nike uses different brand names and marketing approaches for their various product lines like Nike Air for athletic shoes and Nike Sportswear for casual apparel.