Marketing Running Case Essay

I do have marketing running case chapter 6 and 7 total 12 question first we need to look at chapter 6 topics quickly and then answer six questions same process for chapter 7.


  1. What are the key differences among the customers they have identified as possible targets?
  2. What other obvious potential target customers that you can think of given your knowledge of the snack bar market?
  3. Does it make a difference which customer the company chooses to target initially if it thinks it will eventually also target the other groups of customers at some point in the near future? Explain.
  4. What are the pros and cons of targeting each group? A small table with accompanying explanation might help with this question.
  5. Which group would you recommend and why?
  6. Does it make more sense to think about targeting the retailers (e.g., Starbucks, Target, Whole Foods) or individual consumers? Explain.
  7. CHAPTER 7
  8. What customer benefits do you think Carly wants most when she buys or eats bars? Explain.
  9. What does convenience mean for Carly?
  10. What costs do you think Carly associates with buying and eating bars? Include all costs – both monetary and nonmonetary – with shopping for, buying, and using the product. A table may help with this question.
  11. What type of communication do you think Carly expects or wants related to bars? What message(s) are important to her? How do you think she would prefer a company to communicate with her?
  12. What do you think would make Carly connect with a brand or with other customers? Explain.


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