This Is My Homework

Marketer’s Showdown - Zuna Motors: Target Practice (20 points)

Principles of Marketing (MKT 111)

Due: Feb 13, Monday

Marketer’s showdown is an online interactive video case program, which puts you in the middle of dynamic marketing strategy decision-making with real marketers and offers you more experiential learning opportunities.

Instructions on access to the video: Access the Marketer’s Showdown material from the connect website (http://connect.mcgraw-hill.com/class/mkt_111). You need to register for the course on Connect website to access to the case. You will use a 21-day free trial to register on Connect. Please follow on the instructions posted on Coursesite separately to do the registration. Be sure to choose the showdown case named ZUNA MOTORS entitled TARGET PRACTICE. This will be a dramatization of a marketing issue this company is facing. As you proceed through the video it will ask you question (No need to print your answers to the questions on the video itself for the grading of the assignment). Just answer them to the best of your ability. Based on your answers, you will see yourself most closely align with one of the characters. The video will ask you if you are sure that this is the path you want to take. If you want to change your mind and align with another of the characters, feel free to do so. Be sure to look at all the supporting documents as these will be helpful to you. Feel free to view the video more than once if needed, to make sure you understand each position on the issue.

Case Overview

We made a significant investment to develop a new automobile targeted at younger consumers (i.e., Generation Y). Our sales forecasts have not been met. We are seeing strong buyer response in a different demographic group … Baby Boomers. These unintended consumers now present Zuna Motors with an interesting dilemma. Assuming we got the car correct, our media strategy is not reaching the intended consumers. Assuming we didn’t get the...