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Essay / Research Paper Abstract
This 2.5 page paper continues the case study of Frigidaire's new front-loading washing machine. The essay begins with an overview of market segmentation and an outline of market research the company has that segments the market. The writer then recommends positioning strategies for marketing this new machine. Bibliography lists 1 sources.
Page Count:
2 pages (~225 words per page)
File: MM12_PGfrigi2.rtf
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Unformatted sample text from the term paper:
usually have the same response to the marketing mix. Each market segment then becomes the focus of a target marketing campaign. There are a number of ways in which to
segment a market, such as demographics, geography, psychographics, behavioral characteristics, purchase behavior and benefits. One technique is to use a perceptual map that considers how important certain attributes of a
product are to the target market. The most sought attributes in the product are referred to as the determinant attributes. The Frigidaire company has information that must be used
in market segmentation and in positioning the new front-loading washing machine. Exhibit 5 tells us the following populations have above average ecological orientations, in other words, conservation is important to
them: 1. Elite urban singles between the ages of 25 and 34 and couples between the ages of 35 and 54, both of whom value space savings. 2. Sophisticated townhouse
Asian and White couples who are 55 years old and older. Determinant attributes are space savings, performance and environmentally friendly. 3. Upscale suburban Asian and White families between the ages
of 35 and 54. Determinant attributes are performance and fashion. 4. Elite super-rich Asian and White families between the ages of 35 and 54. Determinant attributes are performance and fashion
5. Upscale white-collar couples between the ages of 25 and 34 and between the ages of 55 and 64. While they tend to have a below average environmental orientation, they
are motivated by performance and fashion. 6. Another segment of the market is retirees who are affluent and who live in sunbelt regions. Their motivation (determinant attribute) is energy savings.
Other research has revealed that consumers in certain geographic regions consider environmental issues when making purchases. The cities identified were San Francisco, Washington, D.C., Houston, Denver, Minneapolis-St. Paul, Salt Lake
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