MKT 208 Upper Iowa University GoldieBlox Case Study

Read Company Case 5: GoldieBlox: Swimming Upstream against Consumer Perceptions on page 527 of your text

Answer the following questions: APA format, 500 word minimum

1. Of the factors that influence consumer behavior, which category or categories (cultural, social, personal, or psychological) best explain the existence of a blue toy aisle and a pink toy aisle? Why? (20 Point)
2. Choose the specific factor (for example, culture, family, occupation, or attitudes) that you think most accounts for the blue/pink toy aisle phenomenon. Explain the challenges faced by GoldieBlox in attempting to market toys that “swim against the stream” or push back against the forces of that factor. (25 Points)
3. Discuss the different segmentation methods that can be used in analyzing the toy market. GoldieBlox seems to have discovered an under-served segment. Describe this segment, and discuss the ways that GoldieBlox is attempting to address the needs. (25 Points)
4. In the purchase decision for toys, often the person actually making the decision is an adult, while the user is a child. Describe how GoldieBlox attempts to address both the adult and the child involved in the purchase decision (15 Points)
5. If GoldieBlox succeeds at selling lots of its toys, will that accomplish the mission of increasing the presence of females in the field of engineering? (15 Points)
6. Armstrong, G., &
   Kotler, P. (2017). Marketing: An introduction (13^th Ed). Pearson.