Marketing Mix

1. Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

The four market segment groups based on loyalty are:

* Hard core loyals – these are the consumers who purchase only one brand all the time

* Split loyals – Consumers who are loyal in two or three brands

* Shifting loyals – Consumer who shift loyalty from one brand to another

* Switchers – Consumers who show no loyalty to any brand

Hard core loyals can help a company to identify the strengths of the products. Split loyals can show the company which brands are most competitive compared to its own; and by looking at customers dropping its brand, the company can learn its marketing weaknesses and attempt to correct them. Therefore, a company can learn a great deal by analyzing degrees of brand loyalty.

2. Give an example of how a company might target products to children in an ethical way.

Colgate teams of doctors visit primary schools all over Pakistan to create awareness in children that not brushing their teeth will lead to cavity. They encourage them to brush their teeth twice a day.

3. Identify ways in which shopping behaviors differ between men and women

Women spend a lot of time choosing things. It is because they need to make sure they have made the best choice, in terms of quality and safety.

They also seem to know when a certain type of item will go on sale, much better than men. 

Men on the other hand are exactly the opposite. Shopping for most men is a chore. When they need to buy certain something, they already have a certain item in mind and all they want to do is get in, get it and get out.