Assignment 6: Antecedents of Target MarketingAs stated in Lamb et al. (2014), to segment a market successfully, a marketer must considercertain criteria.A market segment must be:1) substantial (have enough potential customers to be viable),2) identifiable and measurable,3) composed of members accessible to marketing efforts, and4) responsive to particular marketing initiatives to differentiate it from other market segments.In marketing, segmentation is used to create market segment profiles for the purpose oftargeting consumers. Marketers identify a target market as one of the following three differentstrategies:· Undifferentiated targeting,· Concentrated targeting, and· Multi-segment targeting.Lamb et al. (2014) explain that an undifferentiated target marketing strategy:Assumes that all members of a market have similar needs that can be met with a singlemarketing mix. A concentrated targeting strategy focuses all marketing efforts on asingle market segment. Multi-segment targeting is a strategy that uses two or moremarketing mixes to target two or more market segments. (pp. 131–135)To demonstrate your understanding of segmentation, target marketing, and positioning, watchthe video case study on Numi Organic Tea and answer the related questions by following theinstructions.ReferencesLamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.View the grading rubric icon below to see the full instructions and grading rubric for thisAssignment.Assignment: Antecedents of Target MarketingIn this Assignment, you will discuss antecedents of target marketing as they relate to the videocase study on Numi Organic Tea. The video case study on Numi Organic Tea describes how the company’s sampling program helps position the Numi Organic Tea brand with its targetmarkets. The brand’s premium position ties naturally into the customer outlined in the film, butNumi is also interested in expanding outside of the major tea drinker into more casual teadrinkers. To watch the video case study: Select Numi Organic Tea,Using research from Chapter 8, answer the questions on Numi Organic Tea in the templateprovided. Download the template for this Assignment below.Directions for Submitting this Assignment:Review the grading rubric below before beginning this activity. For additional help withyour writing and APA citation, please visit the Kaplan University Writing Center accessedfrom the home area of this course. Compose your Assignment as a Microsoft Worddocument and save it as (Example: TAllen-MT219 Assignment-Unit 6.docx). Submit yourfile by selecting the Unit 6: Assignment Dropbox by the end of Unit 6.
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