Imus Brothers Coffee, distributed by Fred and his radio disc ...

[penguins]

Imus Brothers Coffee, distributed by Fred and his radio disc jockey brother Don Imus' mail order company, makes ground coffee and has targeted heavy users in the past. However, it is considering switching to college students. It is considering switching target segments even though this group is comprised largely of people who have just started to drink coffee and don't consume anywhere near as much as the heavy users. What are the disadvantages of the heavy-user strategy? What is the term used to describe the college students the company is considering targeting? What are the advantages of targeting this college student segment?

Question 2

Camille's Calendar Company, after learning that the main sellers of the company's calendar products were limited to small gift shops, posed this question: Are there promising new markets for our products? This question focuses on which aspect of marketing research?
 a. Planning
  b. Problem solving
  c. Control
  d. Product placement
  e. Distributorship selection

[anoriega3]

Answer to Question 1

Heavy users may need no encouragement at all to keep consuming. A heavy-user focus takes attention and resources away from those who do need encouragement to purchase the marketer's brand. Perhaps most importantly, various heavy users may be significantly different in terms of their motivations to consume, their approach to the product, or their image of the product.

The college students are considered emergent consumers. Their preferences are still under development. This target may produce minimal profits in the short term, but there is the opportunity for the long-term gains that accompany brand loyalty.

Answer to Question 2

a