computer for very basic office applications. The segment is very price sensitive.
2. The Workhorse segment is the largest group of customers. They want a PC for
a variety of office workers to use. It should have substantial capability and
flexibility, although not top of the line. Ease of use is more important than high
performance. It should also be modestly priced.
3. The Innovator segment is a small segment that uses a computer for large
computational problems (engineering, accounting, inventory management). The
segment wants the latest technology and will pay a small premium for this high
performance.
4. The Mercedes segment is looking for a high-performance computer to use in
sophisticated engineering and manufacturing applications. Mercedes customers
are willing to pay substantially more for high performance. At the start of the
exercise, Mercedes customers are not in the market for PCs. They prefer
mainframes and minicomputers. It is not likely that Mercedes customers will be
willing to buy until sometime in the second year when new computer technology
is introduced.
5. The Traveler segment wants a practical computer to use on the road. Traveler
customers are executives and salespeople who travel a great deal. This segment
is moderately price sensitive.
Cadotte and Bruce (2003) state “Your overall marketing strategy should include an
integrated marketing communication (IMC) strategy. That is, all forms of communication
with your target audience should be designed to have a common message and support
each other” (pg. 163). To achieve penetration to your target markets, you must keep
consistency but also differentiate your advertisement campaigns to accommodate for
individual market segments. “Advertisers use multiple outlets to ensure you place
advertisements in media that that their ad campaign is seen” (Cadotte & Bruce, 2003,
p.165). Social media is a relative newcomer to the marketing and advertising toolbox
and must be integrated carefully into the overall strategy and more importantly into the
strategy for each target audience
In a 4-6 page APA formatted paper
Report on the leading edge trends in integrating social media into traditional
marketing and advertising campaigns.
Create specific recommendations for incorporating social media into the market
segments your company is targeting.
Include a detailed discussion of how these recommendations fulfill the balance of
integrated and differentiated requirements as recommended by Cadotte and
Bruce (2003).
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