29 Jun MT 219-SEGMENTATION, TARGET MARKETING, AND POSITIONING
Question
SEGMENTATION, TARGET MARKETING, AND POSITIONING Title of Paper Goes Here
Your Name
Kaplan University SEGMENTATION, TARGET MARKETING, AND POSITIONING 2 Antecedents of Target Marketing
Short Essay: Write a 250 (or more) word discussion using research from your textbook to help
substantiate your understanding of segmentation, target marketing, and positioning. Apply APA
style referencing in your writing.
1. In the first part of the video, Jen Mullin, the Vice President of Marketing for Numi Organic
Tea, clearly describes their typical customer. Using the information on segmentation you learned
from reading Chapter 8 in Lamb, et al. (2014), discuss who the customer is and how the Numi
marketing team figured that out?
ANSWER: 2. What is Numi’s principle marketing plan? In what way does Numi’s marketing team use what
they know about their target demographic to implement their marketing plan?
ANSWER: Defend Your Answer Challenge: Highlight your multiple choice answer in yellow. Write a 100
(or more) word discussion in defense of your answer to the multiple choice and true/false
questions using research from your textbook to help substantiate your understanding of
segmentation, target marketing, and positioning. Apply APA style referencing in your writing.
3) Jen Mullin, the vice president of Marketing for Numi Organic Tea, describes their typical
customer as a female, college-educated tea lover, possibly an “eco-mom.” What type of market
segmentation has she used to identify this customer group?
a. Geographic segmentation
b. Demographic segmentation
c. Ethnic segmentation
d. Psychographic segmentation
ANSWER: SEGMENTATION, TARGET MARKETING, AND POSITIONING 3 4) Another way Numi Organic Tea identifies potential customers is through what they want from
the product; they are looking for organic, fair-trade, premium quality tea, according to the video.
What type of market segmentation is used to identify customers in this way?
a. Geographic segmentation
b. Demographic segmentation
c. Benefit segmentation
d. Usage-rate segmentation
ANSWER:
5) Because Numi Organic Tea has identified more than one target market, for example, “ecomoms,” college students, and family travelers, they should be particularly aware of the
____________________, which helps explain how consumption patterns differ at different
stages determined by a combination of age, marital status, and the presence or absence of
children.
a. Family life cycle
b. 80/20 principle
c. Undifferentiated targeting strategy
d. Concentrated targeting strategy
ANSWER:
6) The demographic variable that Numi Tea marketers were examining when they recognized
that people who had discovered their product at a high-end spa or fine restaurant often shopped
for groceries at Costco was _________________________.
a. Age
b. Income
c. Ethnicity
d. Gender
ANSWER:
7) Numi Tea uses premium ingredients to create a premium tea at an affordable price, according
to Jen Mullin. This is a form of ______________________ that the company uses to distinguish
their products from those of competitors.
a.
b.
c.
d. Perceptual mapping
One-to-one marketing
Product differentiation
Market segmentation SEGMENTATION, TARGET MARKETING, AND POSITIONING 4 ANSWER:
8) Which of the following is the least likely targeting strategy that Numi Tea would select to
market their products?
a. Undifferentiated targeting
b. Concentrated targeting
c. Multisegment targeting
d. Niche targeting
ANSWER:
9) When Jen Mullin explains that her company seeks to include their product in gift bags and
other promotional giveaways by companies and other organizations, she is recognizing the need
to change customers’ perceptions through sampling.
a. True
b. False
ANSWER:
10) To graphically map the “channel conflict” between marketing Numi Tea to premium spas,
hotels, and restaurants and selling the same brand at mass market stores such as Target, the
company could employ perceptual mapping.
a. True
b. False
ANSWER: SEGMENTATION, TARGET MARKETING, AND POSITIONING 5 References
Lamb, C. W., Hair, J. F., & McDaniel, C. (2012). MKTG5. Mason, OH: South-Western, Cengage.
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