Description

Developing an Integrated Marketing Communication Strategy for Brand Building

MKT544 Week 2: Create a 12- to 15-slide Microsoft® PowerPoint® presentation with speaker notes on trends in the consumer buying environment, and explain how these tie into the marketing segmentation by consumer groups.

Describe the consumer trends that are influencing purchasing patterns, and provide an overview of the different consumer groups (market segments).

Choose two of the companies from the list below.

Sports spectrum Greeting cards
Ty Beanie Babies
Sara Lee Desserts
Skeeter Boats
Gold Bond

Examine each company’s website to determine what segmentation strategy the firm uses.

Answer the following questions, and provide explanations for your responses:

Who is the intended target market for the website?
What communications objectives do you think the company is trying to accomplish?
What product-positioning strategy is being used?

Format your presentation consistent with APA guidelines.