Frankie Lovelace
Principals of Marketing
13th November 2017
Chapter 2
Marketing Strategy
Marketing strategy specifies a target market and a related marketing mix. It is a big picture
of what a firm will do in some markets. Exhibit 2-2 tells us that Herbal Essences uses a market
strategy to target customers in their young women in their late teens and early 20’s. An ethical
issue may arise when teen boys or young men become interested in the styling products also.
Herbal Essences may be seen as a feminist shampoo based on the market they are targeting. It’s
interesting to note that the average teen boy takes as much time getting ready for school as do
today’s teen girls.
Jesus states “Judge not, that ye be not judged” (Matt. 7.1).
Herbal Essences is targeting one demographic, women. This can be viewed as judging.
Judging that their product is only for women because smells like flowers. These kind of views can