Nissan Goes After the Dog Lover Niche
Chapter 14 discusses the nature of problem recognition and how it fits into the consumer decision process.
Read Case 4-3: Nissan Goes After the Dog Lover Niche (p. 678) to answer the following questions:
Imagine you are a marketing manager for Nissan X-Trail 4Dogs designing a marketing strategy to stimulate problem recognition. Would you focus on the actual state or the desired state? Why? Describe a sample advertisement or promotional communication that you might use in a campaign based upon your answer.
Which of the approaches to discovering consumer problems did Nissan use when creating the concept for the X-Trail 4Dogs? Explain your response.
You have been hired by Nissan as a marketing consultant best known in the industry for expanding products into new and innovative markets. Nissan needs help thinking bigger than they already have with the X-Trail 4Dogs. Using the information you have learned so far, describe an additional demographic and psychographic of a consumer that you think could be an ideal target market for the Nissan X-Trail 4Dogs, and explain why.