Mrs. Bonora
Marketing/Entrepreneurship
Total Possible Points = 80
1. (40 Pts) You are planning to sell homemade baked goods at school. How might you segment the student population by location, population, personality, behavior or income?
Which segmentation strategy do you think would work best? Be as specific as possible.
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John Steele has about three-dozen customers who depend on him to keep their yards clean. He gets out of bed before dawn to mow lawns in the summer, rake leaves and re-soil in the fall, and shovel snow in the winter. His market segment consists of homes in his neighborhood. He prices himself below the professional landscaping services in the area, but he delivers the same quality of service. His customers appreciate the value he provides.
John started his business when he was 14. “People give me business because they really like to see kids working hard – not just hanging out or doing drugs. Too many kids want to make money illegally. This way you can do it legally and be proud.”
John says that a student entrepreneur must be reliable: “People won’t ask you back if you show up late or don’t do a good job. They won’t recommend you to their neighbors, either”
2.
(20 Pts) Describe John’s Pricing Strategy. Do you think this strategy works and why?
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3.
(20Pts) What else do you think he could do to market his business?
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