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  • 1. TOP 10 Learning Questions for
    Chapter 8:Identifying Market Segments and Targets
    Alvin Tsoi
    September 24, 2010
  • 2. 1. The _____ measures the loyalty of users to a certain brand and their tendency to switch brands
    Segmentation process
    Patterns of Target Market Selection
    Brand Funnel
    Conversion Model
    Loyalty Status
    2
  • 3. The conversion model measures the strength of consumer’s psychological commitment to brands and their openness to change.
  • 4.
  • 5. 1. The _____ measures the loyalty of users to a certain brand and their tendency to switch brands
    Segmentation process
    Patterns of Target Market Selection
    Brand Funnel
    Conversion Model
    Loyalty Status
    5
  • 6. 2. _____ is not an effective segmentation criteria
    Measurable
    Substantial
    Timely
    Accessible
    Differentiable
    Actionable
    6
  • 7. When segmenting the market, the criteria must be relevant and useful. Criteria must be measurable, substantial, accessible, differentiable and actionable.
  • 8. 2. _____ is not an effective segmentation criteria
    Measurable
    Substantial
    Timely
    Accessible
    Differentiable
    Actionable
    8
  • 9. 3. These are the levels of Micromarketing except
    Segments
    Loyalty
    Niches
    Local Areas
    Individuals
    9
  • 10. Mass marketing is dying. A uniform approach for all consumers is not as effective as it used to be. Micromarketing is a more directed and accurate way of marketing.
  • 11. 3. These are the levels of Micromarketing except
    Segments
    Loyalty
    Niches
    Local Areas
    Individuals
    11
  • 12. 4. These are the decision roles in behavioral segmentation except
    Initiator
    Influencer
    Decider
    Buyer
    Tester
    User
    12
  • 13. Different people are playing different roles, but all are crucial in the decision process and ultimate consumer satisfaction.
  • 14. 4. These are the decision roles in behavioral segmentation except
    Initiator
    Influencer
    Decider
    Buyer
    Tester
    User
    14
  • 15. 5. Which of the following is true?
    There are 3 behavioral variables
    There are 4 behavioral variables
    There are 5 behavioral variables
    There are 6 behavioral variables
    There are 7 behavioral variables
    15
  • 16. Behavioral variables are the best starting points for constructing market segments. There are 7 behavioral variables:
    Occasions
    Benefits
    User status
    Buyer Readiness
    Loyalty status
    Usage rate
    Attitude
  • 17. Occasions – Based on time e.x. holidays
    Benefits – Based on benefits gained from the product
    User status – Nonusers, ex-users, potential users etc
    Usage rate – Rate of consumption of the product
    Buyer readiness – Characterized by the brand funnel
    Loyal status – Based on the degree to which a consumer will switch brands
    Attitude – Outlook towards the product
  • 18. Combining different behavioral bases can help provide a more complete view of the market.
  • 19. 5. Which of the following is true?
    There are 3 behavioral variables
    There are 4 behavioral variables
    There are 5 behavioral variables
    There are 6 behavioral variables
    There are 7 behavioral variables
    19
  • 20. 6. Which of the following is true?
    Shifting loyals are at the bottom of the Loyalty pyramid
    Switchers are at the bottom of the Loyalty pyramid
    Hard Core are at the bottom of the Loyalty pyramid
    Split loyals are at the bottom of the Loyalty pyramid
    20
  • 21. Loyalty status is a behavioral variable that defines the loyalty of a consumer to a product.
  • 22. Hard core loyals – buy one brand all the time
    Split loyals – loyal to two or three brands
    Shifting loyals – shift loyalty from one brand to another
    Switchers – No loyalty to any brand
  • 23. 6. Which of the following is true?
    Shifting loyals are at the bottom of the Loyalty pyramid
    Switchers are at the bottom of the Loyalty pyramid
    Hard Core are at the bottom of the Loyalty pyramid
    Split loyals are at the bottom of the Loyalty pyramid
    23
  • 24. 7. A consumer unswayed prices and competition is an example of
    Shifting loyals
    Split loyals
    Hard core
    Switchers
    24
  • 25. Hard core loyals – buy one brand all the time
    Split loyals – loyal to two or three brands
    Shifting loyals – shift loyalty from one brand to another
    Switchers – No loyalty to any brand
  • 26. 7. A consumer unswayed prices and competition is an example of
    Shifting loyals
    Split loyals
    Hard core
    Switchers
    26
  • 27. 8. Salary is a this type of segmentation
    Geographic
    Demographic
    Psychographic
    Behavioral
    27
  • 28. In demographic segmentation, we divide the market into groups of variables. They are easy to:
    associate with needs and wants
    measure
  • 29. Demographic segmentation
    Age cycle
    Life stage
    Gender
    Salary
    Generation
    Social class
  • 30. 8. Salary is a this type of segmentation
    Geographic
    Demographic
    Psychographic
    Behavioral
    30
  • 31. 9. A friend who has a treadmill is a _____ to a husband who plans to buy a treadmill for his wife
    Initiator
    Influencer
    Decider
    Buyer
    User
    31
  • 32. People play 5 roles in a buying decision:
    Initiator
    Influencer
    Decider
    Buyer
    User
  • 33. 9. A mother dictating the shampoo to be used by the child is a(an)
    Initiator
    Influencer
    Decider
    Buyer
    User
    33
  • 34. 10. Determining the population size is a type of segmentation criteria
    Measurable
    Substantial
    Accessible
    Differentiable
    Actionable
    34
  • 35. Effective segmentation criteria:
    Measurable
    Substantial
    Accessible
    Differentiable
    Actionable
  • 36. Measurable – Size, purchasing power and characteristics of the segment can be measured
    Substantial – Large and profitable enough to serve
    Accessible – Effectively reached and served
    Differentiable – Conceptually distinguishable
    Actionable – Effective programs can be formulated
  • 37. 10. Determining the population size is a type of segmentation criteria
    Measurable
    Substantial
    Accessible
    Differentiable
    Actionable
    37
  • 38. TOP 10 Learning Questions for
    Chapter 8:Identifying Market Segments and Targets
    Alvin Tsoi
    September 24, 2010