| University | Massey University (MU) |
| Subject | Marketing |
Question 1
- Evolve Skateboards needs to gather insights about people in New Zealand who commute using public transport and who might be interested in buying and using an electric skateboard. Describe and discuss two examples of secondary data that Evolve Skateboards could use to gather this information and state why this approach is effective.
- Evolve Skateboards want to learn more about the needs of people who would consider using a lightweight electric skateboard for commuting. Describe and discuss a primary data research approach that Evolve Skateboards could use to gather this information and state why this approach is appropriate for their needs.
- Describe one disadvantage of primary data, and one disadvantage of secondary data.
Question 2
- A buyer’s personality may impact their likelihood to purchase. Similarly, brands are often discussed as having a “brand personality”. Discuss the brand personality traits that Evolve Skateboards uses in its positioning.
- The second part of the buyer decision process is the information search. Discuss how Evolve Skateboards provides information that may help the buyer in their decision.
- Evolve Skateboards has a strong emphasis on innovation in the products that they launch. The rate of adoption of products is influenced by product characteristics. Discuss one of the product characteristics that influence the rate of an innovation’s adoption and how it applies to Evolve Skateboards.
Question 3
- Describe two possible consumer segments that Evolve Skateboards might be targeting or could potentially target.
- Now describe whether the two segments you described in question 3a are accessible and differentiable. Please provide an explanation for your evaluation.
- What kind of targeting strategy would you suggest best suits Evolve Skateboards? Is it undifferentiated marketing, differentiated marketing, concentrated marketing, or micromarketing? Please explain your choice.
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