Antecedents of target marketing
1.
Their customer is a female tea lover, trained at the college level. The Numi marketing team
figured out that the Numi Organic Tea identifies potential customers through what the customers
want from the product and discovered that the customers were looking for organic, fair-trade and
premium quality tea (Lamb et al., 2012).
ANTECEDENTS OF TARGET MARKETING 2
2.
Numi Organic Tea is anchored on the principle that enhances the creation of healthful products
that nurtures people, and that gives honor to the planet. They aim at promoting a healthy and a
growing global community while supplying to consumers the purest and best-tasting organic tea.
These are organic substances that are certified by USDA. In addition, they contain one hundred
percent herbs, flowers, fruits, and spices without artificial fragrances or flavorings (Forster,
2013).
Numi Organic Tea utilizes certified ingredients and applies certified Fair Labor Practices. Numi
Organic Tea’s good practices include eco-responsible packaging and use of tea bags. They also
work together with green partners on the reduction of carbon emissions. They utilize solar
energy and buy renewable energy credits to reduce emissions from the supply chain. They also
desist from using shrink-wrap in production. Their packaging materials consist of eighty-five
percent post-consumer waste, as well as soy-based inks and the tea bags, are biodegradable filter
papers. Their products include loose leaf, tea bags as well as iced and flowering teas (Forster,
2013).
3) B.
Demographic Segmentation which involves separating the market into several groups on the
basis of certain variables such as education, religion, generation family lifecycle, Age, Gender,
Income, occupation, nationality and social class.
4) C, Benefit segmentation)
5) A, Family life cycle
6) D, Gender
7) C, Product differentiation
8) A
Undifferentiated Marketing. This is a strategy for market coverage in which a firm may decide to
ignore market differences then pursue the whole market in one offer. Focus on what is common
as opposed to what is different and rely on what is mass distribution, mass advertising and aims
at giving a superior image in the consumers mind.
9) B, False
10) A, True
ANTECEDENTS OF TARGET MARKETING 3
References
Lamb, C. W., Hair, J. F., & McDaniel, C. (2012). MKTG5. Mason, OH: South-Western,
Cengage.
Forster, A. (2013) Sustainability: Best Practices in the Food Industry UW-L Journal of
Undergraduate Research XVI
