Learning Goal: I’m working on a marketing discussion question and need an explanation and answer to help me learn.
Targeting the Premium Dog Market Watch this video and reflect on the questions—paste into your browser. https://www.viddler.com/embed/77f457f0/?f=1&autoplay=0&player=full&disablebranding=0
What are the key segments in the premium dog market?
What key characteristics do customers in the premium dog segment share? How does this influence their buying process for their dogs?
Explain the role of expert influence in the premium dog segment. Can you find an influencer in this area? What are their characteristics?
What role do emotions play for buyers in the premium dog segment? Do the concepts of status symbols and conspicuous consumption come into play?
Explain the retail strategy used by those who target the premium dog segment. How is it different from those targeting more of the mass market?