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 strategies: · Undifferentiated targeting · Concentrated targeting · 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 instructions. References Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage. 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. 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 on the Resources icon. 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 Writing Center. 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. Unit 6 Assignment: Antecedents of Target Marketing Percent possible Points possible Points Earned Comments Content per Checklists 100% 50 Answer provides complete information demonstrating analysis and critical thinking: 80% Provides correct answers to two short essays of 200–250 words using research from the text. 48% 24 Provides correct respon ...

1. 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
strategies:
· Undifferentiated targeting
· Concentrated targeting
· Multi-segment targeting

2. 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
instructions.
References
Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7.
Mason, OH: Cengage.
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

3. 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. 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 on the
Resources icon.
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 Writing Center.
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.
Unit 6 Assignment:
Antecedents of Target

4. Marketing
Percent
possible
Points
possible
Points
Earned
Comments
Content per Checklists 100% 50
Answer provides
complete information
demonstrating analysis
and critical thinking:
80%
Provides correct answers to
two short essays of 200–250
words using research from
the text.
48% 24

5. Provides correct response to
the eight multiple choice
questions with additional 100
word defense of each
answer. 2 pts. for each
correct response (1 pt. for
correct answer, and 1 pt. for
viable defense)
32% 16
Subtotal: 80% 40
Provides completed template
using correct grammar,
spelling, and APA format and 20% 10
citation style.
Percent Total
Points
possible

6. Your Assignment
Score:
100% 50
Assignment Details
Assignment: Working with your Zip-6 Scenario: Economic Risk
and Foreign Investment
Economic Risk, according to Hill (2014), refers to “The
likelihood that economic mismanagement will cause drastic
changes in a country’s business environment that hurt the profit
and other goals of a particular business enterprise.” (p.82). Ravi
and Keith recently were contacted by a friend close to the
Jordanian Royal Family about the possibility of acquiring a
small Jordanian-owned bottling company located in Lebanon to
manufacture Zip-6 and expand the brand in the Middle East.
This firm is available due to the death of its principal
shareholder, a Jordanian citizen. It is sound financially and
enjoys strong customer support within the Kingdom of Jordan
and is growing in sales within Lebanon. As a person of Iranian
descent, Ravi would like to contribute to jobs creation and
financial stability to that region of the world but expressed his
concern about making any acquisition in that region because of
the instability in the area and poor political leadership in many
of the neighboring nations. Ravi has asked you to conduct some
research on Lebanon and give him your professional opinion.
Use the CIA Factbook website.
The World Factbook. United Stated Central Intelligence
Agency. Retrieved
from https://www.cia.gov/library/publications/the-world-
factbook/geos/le.html
Respond to the following in an informative essay:

7. Checklist:
· Based on your research into Lebanon and your reading in
Chapter 8, summarize the possible economic risks involved with
such an acquisition entry and your recommendations for Ravi.
Draft your response addressing these points in 350 words or
more in APA format and citation style with a separate title and
reference page. All papers must hav e a proper cover page, be
written in informative essay form (paragraph) and be properly
cited. Label your file as:
FirstName_LastName_Assignment_Unit#.
Submit your completed file to the Dropbox before the end of the
unit.
SEGMENTATION, TARGET MARKETING, AND
POSITIONING
Title of Paper Goes Here
Your Name
Kaplan University
Antecedents of Target Marketing
Short Essay: Write a 250 (or more) word discussion using
research from your textbook to help substantiate your
understanding of segmentation, target marketing, and
positioning. Apply APA style referencing in your writing.
1. In the first part of the video, Jen Mullin, the Vice President
of Marketing for Numi Organic Tea, clearly describes their
typical customer. Using the information on segmentation you
learned from reading Chapter 8 in Lamb, et al. (2014), discuss
who the customer is and how the Numi marketing team figured
that out?
ANSWER:
2. What is Numi's principle marketing plan? In what way does
Numi's marketing team use what they know about their target

8. demographic to implement their marketing plan?
ANSWER:
Defend Your Answer Challenge: Highlight your multiple choice
answer in yellow. Write a 100 (or more) word discussion in
defense of your answer to the multiple choice and true/false
questions using research from your textbook to help substantiate
your understanding of segmentation, target marketing, and
positioning. Apply APA style referencing in your writing.
3) Jen Mullin, the vice president of Marketing for Numi Organic
Tea, describes their typical customer as a female, college-
educated tea lover, possibly an “eco-mom.” What type of
market segmentation has she used to identify this customer
group?
a. Geographic segmentation
b. Demographic segmentation
c. Ethnic segmentation
d. Psychographic segmentation
ANSWER:
4) Another way Numi Organic Tea identifies potential
customers is through what they want from the product; they are
looking for organic, fair-trade, premium quality tea, according
to the video. What type of market segmentation is used to
identify customers in this way?
a. Geographic segmentation
b. Demographic segmentation
c. Benefit segmentation
d. Usage-rate segmentation
ANSWER:
5) Because Numi Organic Tea has identified more than one
target market, for example, “eco-moms,” college students, and
family travelers, they should be particularly aware of the
____________________, which helps explain how consumption
patterns differ at different stages determined by a combination
of age, marital status, and the presence or absence of children.

9. a. Family life cycle
b. 80/20 principle
c. Undifferentiated targeting strategy
d. Concentrated targeting strategy
ANSWER:
6) The demographic variable that Numi Tea marketers were
examining when they recognized that people who had
discovered their product at a high-end spa or fine restaurant
often shopped for groceries at Costco was
_________________________.
a. Age
b. Income
c. Ethnicity
d. Gender
ANSWER:
7) Numi Tea uses premium ingredients to create a premium tea
at an affordable price, according to Jen Mullin. This is a form
of ______________________ that the company uses to
distinguish their products from those of competitors.
a. Perceptual mapping
b. One-to-one marketing
c. Product differentiation
d. Market segmentation
ANSWER:
8) Which of the following is the least likely targeting strategy
that Numi Tea would select to market their products?
a. Undifferentiated targeting
b. Concentrated targeting
c. Multisegment targeting
d. Niche targeting
ANSWER:

10. 9) When Jen Mullin explains that her company’s tea is sought
after as a product to include in gift bags and other promotional
giveaways by companies and other organizations, she is
recognizing the companies who ask Numi to provide tea
samples as optimizers.
a. True
b. False
ANSWER:
10) To graphically map the “channel conflict” between
marketing Numi Tea to premium spas, hotels, and restaurants
and selling the same brand at mass market stores such as Target,
the company could employ perceptual mapping.
a. True
b. False
ANSWER:
References
Lamb, C. W., Hair, J. F., & McDaniel, C. (2012). MKTG5.
Mason, OH: South-Western, Cengage.
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,

11. 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
strategies:
· Undifferentiated targeting
· Concentrated targeting
· 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

12. the video case study on Numi Organic Tea and answer the
related questions by following the
instructions.
References
Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7.
Mason, OH: Cengage.
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. 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 on the

13. Resources icon.
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 Writing Center.
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.
Unit 6 Assignment:
Antecedents of Target
Marketing
Percent
possible
Points
possible
Points
Earned
Comments
Content per Checklists 100% 50

14. Answer provides
complete information
demonstrating analysis
and critical thinking:
80%
Provides correct answers to
two short essays of 200–250
words using research from
the text.
48% 24
Provides correct response to
the eight multiple choice
questions with additional 100
word defense of each
answer. 2 pts. for each
correct response (1 pt. for
correct answer, and 1 pt. for
viable defense)

15. 32% 16
Subtotal: 80% 40
Provides completed template
using correct grammar,
spelling, and APA format and 20% 10
citation style.
Percent Total
Points
possible
Your Assignment
Score:
100% 50
SEGMENTATION, TARGET MARKETING, AND
POSITIONING
Title of Paper Goes Here
Your Name
Kaplan University
Antecedents of Target Marketing

16. Short Essay: Write a 250 (or more) word discussion using
research from your textbook to help substantiate your
understanding of segmentation, target marketing, and
positioning. Apply APA style referencing in your writing.
1. In the first part of the video, Jen Mullin, the Vice President
of Marketing for Numi Organic Tea, clearly describes their
typical customer. Using the information on segmentation you
learned from reading Chapter 8 in Lamb, et al. (2014), discuss
who the customer is and how the Numi marketing team figured
that out?
ANSWER:
2. What is Numi's principle marketing plan? In what way does
Numi's marketing team use what they know about their target
demographic to implement their marketing plan?
ANSWER:
Defend Your Answer Challenge: Highlight your multiple choice
answer in yellow. Write a 100 (or more) word discussion in
defense of your answer to the multiple choice and true/false
questions using research from your textbook to help substantiate
your understanding of segmentation, target marketing, and
positioning. Apply APA style referencing in your writing.
3) Jen Mullin, the vice president of Marketing for Numi Organic
Tea, describes their typical customer as a female, college-
educated tea lover, possibly an “eco-mom.” What type of
market segmentation has she used to identify this customer
group?
a. Geographic segmentation
b. Demographic segmentation
c. Ethnic segmentation
d. Psychographic segmentation
ANSWER:
4) Another way Numi Organic Tea identifies potential
customers is through what they want from the product; they are

17. looking for organic, fair-trade, premium quality tea, according
to the video. What type of market segmentation is used to
identify customers in this way?
a. Geographic segmentation
b. Demographic segmentation
c. Benefit segmentation
d. Usage-rate segmentation
ANSWER:
5) Because Numi Organic Tea has identified more than one
target market, for example, “eco-moms,” college students, and
family travelers, they should be particularly aware of the
____________________, which helps explain how consumption
patterns differ at different stages determined by a combination
of age, marital status, and the presence or absence of children.
a. Family life cycle
b. 80/20 principle
c. Undifferentiated targeting strategy
d. Concentrated targeting strategy
ANSWER:
6) The demographic variable that Numi Tea marketers were
examining when they recognized that people who had
discovered their product at a high-end spa or fine restaurant
often shopped for groceries at Costco was
_________________________.
a. Age
b. Income
c. Ethnicity
d. Gender
ANSWER:
7) Numi Tea uses premium ingredients to create a premium tea
at an affordable price, according to Jen Mullin. This is a form
of ______________________ that the company uses to
distinguish their products from those of competitors.

18. a. Perceptual mapping
b. One-to-one marketing
c. Product differentiation
d. Market segmentation
ANSWER:
8) Which of the following is the least likely targeting strategy
that Numi Tea would select to market their products?
a. Undifferentiated targeting
b. Concentrated targeting
c. Multisegment targeting
d. Niche targeting
ANSWER:
9) When Jen Mullin explains that her company’s tea is sought
after as a product to include in gift bags and other promotional
giveaways by companies and other organizations, she is
recognizing the companies who ask Numi to provide tea
samples as optimizers.
a. True
b. False
ANSWER:
10) To graphically map the “channel conflict” between
marketing Numi Tea to premium spas, hotels, and restaurants
and selling the same brand at mass market stores such as Target,
the company could employ perceptual mapping.
a. True
b. False
ANSWER:
References
Lamb, C. W., Hair, J. F., & McDaniel, C. (2012). MKTG5.
Mason, OH: South-Western, Cengage.
Assignment Details

19. 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
strategies:
· 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
instructions.
References
Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7.
Mason, OH: Cengage.
View the grading rubric below to see the full instructions and
grading rubric for this Assignment.
Rubric
Review the assignment instructions and grading rubric.
Video

20. Watch the required unit videos
This is the link for the video below:
https://kapextmediassl-
a.akamaihd.net/business/Media/MT219/MT219_videos/ch08_mk
tg7.mp4
Resources
Unit 6 Assignment Template