Intro.

This assignment provides opportunities to analyze the concepts learned in the unit. Work individually to prepare responses to the questions listed. The text should be your primary source of information.

Unit Learning Outcomes

· Distinguish between targeted marketing and mass marketing and explain what led to the rise of each.

· Describe the ways in which markets are segmented.

· Explain why positioning is an important element when it comes to targeting consumers.

· Explain what repositioning is designed to do.

· Explain the various types of offerings marketed to individual consumers.

· Explain the branding decisions firms make when they’re developing new products.

Questions

1. Provide an explanation for the difference between mass and targeted marketing and give an example of each.

2. How have companies such as JC Penney and Target tried to change their position (reposition their stores)?

3. Explain the various types of offerings marketed to individuals and provide an example of each

4. The text says that branding is much more than labeling or packaging. Provide some examples where you believe the product did not live up to the brand. Using examples to illustrate how consistency works, discuss how the offering and the desired brand image have to be consistent.

5. By week six, you will complete a brief, marketing plan that follows the marketing plan rubric on the Assignments and Grading Page. Review this rubric and the marketing plan template  in the files area (This template is for a much more extensive plan than the one you will write), and describe how you will segment your market for the product/service you have chosen for your marketing plan