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Chapter 8: Identifying Market Segments and Targets

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Top 10 learning questions

  1. 1. TOP 10 Learning Questions Ch 8: Identifying Market Segments and Targets<br />Myrtle Frantilla<br />April 14, 2011<br />http://myrtlefrantilla.blogspot.com/<br />1<br />
  2. 2. 2<br />1. All of these are included in Four Levels of Micro Marketing except<br />A.<br />Segment<br />B.<br />Local Areas<br />C.<br />Niche<br />Social Class<br />D.<br />Individual<br />E.<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  3. 3. Four Levels of Micro Marketing<br />3<br />Segments<br />Niches<br />Local Areas<br />Individuals<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  4. 4. 4<br />1. All of these are included in Four Levels of Micro Marketing except<br />A.<br />Segment<br />B.<br />Local Areas<br />C.<br />Niche<br />Social Class<br />D.<br />Individual<br />E.<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  5. 5. 2. In the steps of segmentation process, what is the fourth step?<br />5<br />A.<br />Segment Attractiveness<br />B.<br />Segment Identification<br />C.<br />Segment Positioning<br />D.<br />Segment Acid Test<br />E.<br />Segment Profitability<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  6. 6. Steps in Segmentation Process<br />http://myrtlefrantilla.blogspot.com/<br />6<br />http://myrtlefrantilla.blogspot.com/<br />
  7. 7. Steps in Segmentation Process<br />http://myrtlefrantilla.blogspot.com/<br />7<br />Needs-basedSegmentation<br />http://myrtlefrantilla.blogspot.com/<br />
  8. 8. Steps in Segmentation Process<br />Needs-basedSegmentation<br />Segment Identification<br />http://myrtlefrantilla.blogspot.com/<br />8<br />http://myrtlefrantilla.blogspot.com/<br />
  9. 9. Steps in Segmentation Process<br />Segment Identification<br />http://myrtlefrantilla.blogspot.com/<br />9<br />Needs-basedSegmentation<br /> Segment Attractiveness<br />http://myrtlefrantilla.blogspot.com/<br />
  10. 10. Steps in Segmentation Process<br />Segment Identification<br />http://myrtlefrantilla.blogspot.com/<br />10<br />Needs-basedSegmentation<br /> Segment Attractiveness<br /> Segment Profitability<br />http://myrtlefrantilla.blogspot.com/<br />
  11. 11. Steps in Segmentation Process<br />Segment Identification<br />11<br />Needs-basedSegmentation<br /> Segment Attractiveness<br /> Segment Profitability<br /> Segment Positioning<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  12. 12. Steps in Segmentation Process<br />12<br />Needs-basedSegmentation<br />Segment Identification<br /> Segment Attractiveness<br /> Segment Profitability<br /> Segment Positioning<br /> Segment Acid Test<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  13. 13. Steps in Segmentation Process<br />13<br />Needs-basedSegmentation<br />Marketing Mix Strategy<br />Segment Identification<br /> Segment Attractiveness<br /> Segment Profitability<br /> Segment Positioning<br /> Segment Acid Test<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  14. 14. 2. In the steps of segmentation process, what is the fourth step?<br />14<br />A.<br />Segment Attractiveness<br />B.<br />Segment Identification<br />C.<br />Segment Positioning<br />D.<br />Segment Acid Test<br />E.<br />Segment Profitability<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  15. 15. 3. A market segment consists of a group of customers who share a similar set of needs and wants. <br />15<br />A.<br />True<br />B.<br />False<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  16. 16. Market Segment<br />Targeting a group of customers<br />who share a similar set of<br />needs and wants.<br />http://myrtlefrantilla.blogspot.com/<br />
  17. 17. 3. A market segment consists of a group of customers who share a similar set of needs and wants. <br />17<br />A.<br />True<br />B.<br />False<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  18. 18. 18<br />4. Which among these are not included in Segmenting Consumer Markets?<br />A.<br />Geographic<br />B.<br />Demographic<br />C.<br />Behavioral<br />D.<br />Social<br />Psychographic<br />E.<br />http://myrtlefrantilla.blogspot.com/<br />
  19. 19. 19<br />Segmenting Consumer Markets<br />Geographic<br />Demographic<br />Psychographic<br />Behavioral<br />http://myrtlefrantilla.blogspot.com/<br />
  20. 20. 20<br />4. Which among these are not included in Segmenting Consumer Markets?<br />A.<br />Geographic<br />B.<br />Demographic<br />C.<br />Behavioral<br />D.<br />Social<br />Psychographic<br />E.<br />http://myrtlefrantilla.blogspot.com/<br />
  21. 21. 5. ________ is a/an effective Segmentation Criteria where Segments must respond differently to various marketing mix elements & programs. <br />21<br /> Measurable<br />Accessible<br />A.<br />Substantial<br />B.<br />Differential<br />C.<br />Actionable<br />D.<br />E.<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  22. 22. Measurable<br />Accessible<br />Size, profiles of segments can be measured. <br />Substantial<br />Segments can be effectively and efficiently reached.<br />Differential<br />Segments are profitable enough to serve.<br />Actionable<br />Segments must respond differently to various marketing mix elements & programs.<br />Programs can be designed to attract the segments.<br />Effective Segmentation Criteria<br />http://myrtlefrantilla.blogspot.com/<br />
  23. 23. 5. ________ is a/an effective Segmentation Criteria where Segments must respond differently to different marketing mix elements & programs. <br />23<br /> Measurable<br />Accessible<br />A.<br />Substantial<br />B.<br />Differential<br />C.<br />Actionable<br />D.<br />E.<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  24. 24. 6. Below are Patterns of Target Market Selection. But which of these is an example Product Specialization?<br />24<br />A.<br />B.<br />C.<br />D.<br />E.<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  25. 25. Patterns of Target Market Selection<br />http://myrtlefrantilla.blogspot.com/<br />
  26. 26. Patterns of Target Market Selection<br />http://myrtlefrantilla.blogspot.com/<br />
  27. 27. Patterns of Target Market Selection<br />http://myrtlefrantilla.blogspot.com/<br />
  28. 28. 6. Below are Patterns of Target Market Selection. But which of these is an example Product Specialization?<br />28<br />A.<br />B.<br />C.<br />D.<br />E.<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  29. 29. 29<br />7. Initiator, Influencer, Decider, Buyer and User are examples of Behavioral Variables.<br />True<br />A.<br />False<br />B.<br />http://myrtlefrantilla.blogspot.com/<br />
  30. 30. Behavioral Segmentation<br />30<br />Decision Roles<br />Behavioral Variable<br /><ul><li>Occasions
  31. 31. Initiator
  32. 32. Benefits
  33. 33. Influencer
  34. 34. User Status
  35. 35. Decider
  36. 36. User Rate
  37. 37. Buyer
  38. 38. Buyer Readiness
  39. 39. Loyalty Status
  40. 40. Seller
  41. 41. Attitude</li></ul>http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  42. 42. 31<br />7. Initiator, Influencer, Decider, Buyer and User are examples of Behavioral Variables.<br />True<br />A.<br />False<br />B.<br />http://myrtlefrantilla.blogspot.com/<br />
  43. 43. 32<br />8. Demographic, Operating Variable, Purchasing Approach, Situational Factors, And Personal Characteristic are concept of ___________________.<br />Segmenting for Business Market<br />A.<br />Segmenting Consumer Markets<br />B.<br />Demographic Segmentation<br />C.<br />Evaluating Market Segments<br />D.<br />Behavioral Segmentation<br />E.<br />http://myrtlefrantilla.blogspot.com/<br />
  44. 44. 33<br />Segmenting Business Markets<br />Demographic<br />Operating Variable<br />Purchasing Approaches<br />Situational Factors<br />Personal Characterstic<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  45. 45. Segmenting Business Markets<br />Demographic segmentation<br /><ul><li>Industry, company size, location</li></ul>Operating variables<br /><ul><li>Technology, usage status, customer capabilities</li></ul>Purchasing approaches<br />Situational factors<br /><ul><li>Urgency, specific application, size of order</li></ul>Personal characteristics<br /><ul><li>Buyer-seller similarity, attitudes toward risk, loyalty</li></ul>http://myrtlefrantilla.blogspot.com/<br />
  46. 46. 35<br />8. Demographic, Operating Variable, Purchasing Approach, Situational Factors, And Personal Characteristic are concept of ___________________.<br />Segmenting for Business Market<br />A.<br />Segmenting Consumer Markets<br />B.<br />Demographic Segmentation<br />C.<br />Evaluating Market Segments<br />D.<br />Behavioral Segmentation<br />E.<br />http://myrtlefrantilla.blogspot.com/<br />
  47. 47. 36<br />9. What are two types of Target Market in a Behavioral Segmentation?<br />Aware and Unaware<br />A.<br />Tried and Not Tried<br />B.<br />Regular user and Occasional User<br />C.<br />User and Non User<br />D.<br />None of the Above<br />E.<br />http://myrtlefrantilla.blogspot.com/<br />
  48. 48. Behavioral Segmentation Breakdown<br />http://myrtlefrantilla.blogspot.com/<br />
  49. 49. 38<br />9. What are two types of Target Market in a Behavioral Segmentation?<br />Aware and Unaware<br />A.<br />Tried and Not Tried<br />B.<br />Regular user and Occasional User<br />C.<br />User and Non User<br />D.<br />None of the Above<br />E.<br />http://myrtlefrantilla.blogspot.com/<br />
  50. 50. 39<br />10. Age Life Cycle, Life Stage, Gender, Income, Generation, Social Class are types of Demographic Segmentation.<br />True<br />A.<br />False<br />B.<br />http://myrtlefrantilla.blogspot.com/<br />
  51. 51. 40<br />Demographic Segmentation <br />Age and Life Cycle<br />Life Stage<br />Gender<br />Income<br />Generation<br />Social Class<br />http://myrtlefrantilla.blogspot.com/<br />http://myrtlefrantilla.blogspot.com/<br />
  52. 52. 41<br />10. Age Life Cycle, Life Stage, Gender, Income, Generation, Social Class are types of Demographic Segmentation.<br />True<br />A.<br />False<br />B.<br />http://myrtlefrantilla.blogspot.com/<br />
  53. 53. Source<br />42<br />Marketing Management<br /><ul><li>Philip Kotler and Kevin Lane Keller, 13th Edition</li></ul>http://myrtlefrantilla.blogspot.com/<br />
  54. 54. TOP 10 Learning Questions Ch 8: Identifying Market Segments and Targets<br />Myrtle Frantilla<br />April 14, 2011<br />http://myrtlefrantilla.blogspot.com/<br />43<br />

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