Antecedents of Target Marketing

Antecedents of Target Marketing

Assignment 6: Antecedents of Target Marketing

As stated in Lamb et al. (2014), to segment a market successfully, a marketer must consider

certain 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, and

4) 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 of

targeting consumers. Marketers identify a target market as one of the following three different


· 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 single

marketing mix. A concentrated targeting strategy focuses all marketing efforts on a

single market segment. Multi-segment targeting is a strategy that uses two or more

marketing mixes to target two or more market segments. (pp. 131–135)

To demonstrate your understanding of segmentation, target marketing, and positioning, watch

the video case study on Numi Organic Tea and answer the related questions by following the



Lamb, 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 this


Assignment: Antecedents of Target Marketing

In this Assignment, you will discuss antecedents of target marketing as they relate to the video

case 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 target

markets. The brand’s premium position ties naturally into the customer outlined in the film, but

Numi is also interested in expanding outside of the major tea drinker into more casual tea

drinkers. To watch the video case study: Select Numi Organic Tea,

Using research from Chapter 8, answer the questions on Numi Organic Tea in the template

provided. Download the template for this Assignment below.

Directions for Submitting this Assignment:

Review the grading rubric below before beginning this activity. For additional help with

your writing and APA citation, please visit the Kaplan University Writing Center accessed

from the home area of this course. Compose your Assignment as a Microsoft Word

document and save it as (Example: TAllen-MT219 Assignment-Unit 6.docx). Submit your

file by selecting the Unit 6: Assignment Dropbox by the end of Unit 6.