Question

5.Some marketers contend that demographics is not really a basis for segmentation but is a descrip-tor of the segment.Discuss exam-ples to support both positions.

6.Establishing brand image is often difficult for new companies. Explain what these companies must do to establish a strong brand image.

7.More and more business-to-business companies have gone away from purely trade advertising to advertising on consumer media.Is this likely to be a successful strategy? Why or why not?

Answer 1

5. In support to the statement - There are certain products which are required irrespective of the demographics. For these products the demographics is not a basis for segmentation. For example, basic food products such as vegetables and fruits, essential electronic goods such as Television, washing machine, mixers, etc., baby products such as diapers and baby food, automobiles.

Not in support with the statement - The products consumption is affected by the demographics. As a result of which the marketer has to considered segmentation on basis of demographics. Products such as apparel, beauty products, Gourmet foods, and so on.

6. In order to establish strong brand image, the companies must have an effective promotional strategy. This will include advertising and creating awareness about the products of the firm. Further, comparison with competitor brands must also be communicated while highlighting the features of the product as compared to it's substitutes. Further, there must be an effective after-sales service strategy to ensure customers receive their due service and that their suggestions and complaints are not left unheard. The social media advertising can also help to create a strong brand image and testimonials stating positive customer experiences would be most effective.

7. The advertising to advertising on consumer media is likely to be an highly successful strategy since the consumers are now highly tech savvy. Social media and digital platforms are the most effective in this technology driven era. Hence, companies using this strategy would benefit by increase in customer awareness and ease of doing business through online portails.