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Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
Chap 8 learning questions
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Chap 8 learning questions

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  • 1. TOP 10 Learning Questions for (Chapter 8- Identifying Market Segments and Targets) Nailah P. Cristobal December 16, 2011 Marketing Management Class of Prof. Remigio Joseph De UngriaColorful Me http://nailah08.blogspot.com
  • 2. 1. A ______ is a more narrowly defined customer group seeking a distinctive mix of benefits.A. SegmentB. Local AreaC. PlaceD. NicheE. Individual http://nailah08.blogspot.com 2
  • 3. Four Levels of Micromarketing Segments Niches Local Areas Individuals http://nailah08.blogspot.com 3
  • 4. What does an attractiveniche look like?• fairly small but has size, profit, and growthpotential• unlikely to attract many other competitors• gains certain economies through specialization http://nailah08.blogspot.com 4
  • 5. 1. A ______ is a more narrowly defined customer group seeking a distinctive mix of benefits.A. SegmentB. Local AreaC. PlaceD. NicheE. Individual http://nailah08.blogspot.com 5
  • 6. 2. Which is not a part of segmenting consumer markets?A. BehavioralB. GeographicC. PsychographicD. DemographicE. Cultural http://nailah08.blogspot.com 6
  • 7. Segmenting Consumer Markets Geographic Demographic Psychographic Behavioral http://nailah08.blogspot.com 7
  • 8. Segmenting Consumer Markets divide the market into geographical units such as nations Geographic states, regions, countries, cities divide the market into variables such as age and life cycle, Demographic life stage, gender, income, generation, social class divide the market into groups Psychographic on the basis of psychological/ personality traits, lifestyle, or values Behavioral divide the market on the basis of their knowledge, attitude & response to a product http://nailah08.blogspot.com 8
  • 9. 2. Which is not a part of segmenting consumer markets?A. BehavioralB. GeographicC. PsychographicD. DemographicE. Cultural http://nailah08.blogspot.com 9
  • 10. 3. How many roles do people play in a buying decision?A. FourB. FiveC. SixD. ThreeE. Two http://nailah08.blogspot.com 10
  • 11. Behavioral Segmentation Behavioral Variables5 Decision Roles • Occasions• Initiator • Benefits• Influencer • User Status• Decider • Usage Rate• Buyer • Buyer Readiness• User • Loyalty Status • Attitude http://nailah08.blogspot.com 11
  • 12. Decision Roles Assume a wife initiates a request5 Decision Roles that she wants a new macbook on her birthday. The husband may then• Initiator seek advice from his best friend who has a macbook and is a key• Influencer influencer in what models to consider.• Decider After presenting the alternative choices to his wife , he then• Buyer purchases her preferred model which, as it turns out, ends up being used by• User the entire family . http://nailah08.blogspot.com 12
  • 13. 3. How many roles do people play in a buying decision?A. FourB. FiveC. SixD. ThreeE. Two http://nailah08.blogspot.com 13
  • 14. 4. ___________ are consumers who buy only one brand all the time.A. Split LoyalsB. SwitchersC. Hard-core LoyalsD. Shifting LoyalsE. Loyalists http://nailah08.blogspot.com 14
  • 15. Loyalty Status Hard-core Loyals Split Loyals Shifting Loyals Switchershttp://nailah08.blogspot.com 15
  • 16. 4 Groups based on Loyalty Status Hard-core loyals-Consumers who buy only one brand all the time. Split loyals-Consumers who are loyal to two or three brands. Shifting loyals-Consumers who shift loyalty from one brand to another. Switchers-Consumers who show no loyalty to any brand. http://nailah08.blogspot.com 16
  • 17. 4. ___________ are consumers who buy only one brand all the time.A. Split LoyalsB. SwitchersC. Hard-core LoyalsD. Shifting LoyalsE. Loyalists http://nailah08.blogspot.com 17
  • 18. 5. Which statement is false?A. The size, purchasing power, and characteristics of the segments can be measured.B. The segments are small and profitable enough to serve.C. The segments can be effectively reached and served.D. The segments are conceptually distinguishable.E. Effective programs can be formulated for attracting and serving the segments. http://nailah08.blogspot.com 18
  • 19. Effective Segmentation Criteria Measurable Substantial Accessible Differentiable Actionable http://nailah08.blogspot.com 19
  • 20. Effective Segmentation Criteria • size, purchasing power & Measurable characteristics can be measured • should be large and profitable Substantial enough to serve •can be effectively reached and Accessible served • can be distinguishable andDifferentiable responsive to marketing mix Actionable •Should formulate effective programs to attract and serve http://nailah08.blogspot.com 20
  • 21. 5. Which statement is false?A. The size, purchasing power, and characteristics of the segments can be measured.B. The segments are small and profitable enough to serve.C. The segments can be effectively reached and served.D. The segments are conceptually distinguishable.E. Effective programs can be formulated for attracting and serving the segments. http://nailah08.blogspot.com 21
  • 22. 6. The ____________ Model measures the strength of consumers psychological commitment to brands and their openness to change.A. AdaptationB. InnovationC. ConversionD. ModificationE. Qualification http://nailah08.blogspot.com 22
  • 23. The Conversion ModelConvertible Shallow Average Entrenched Users Non-Users Strongly WeaklyUnavailable Unavailable Ambivalent Available http://nailah08.blogspot.com 23
  • 24. The Conversion Model • most likely to defectConvertible • uncommitted to the brand and Shallow could switch • committed to the brand and Average unlikely to switch (short term) • highly unlikely to switch inEntrenched foreseeable future http://nailah08.blogspot.com 24
  • 25. 6. The ____________ Model measures the strength of consumers psychological commitment to brands and their openness to change.A. AdaptationB. InnovationC. ConversionD. ModificationE. Qualification http://nailah08.blogspot.com 25
  • 26. 7. __________ determines which demographics, lifestyles, and usage behaviors make the segment distinct.A. Segment IdentificationB. Segment AttractivenessC. Segment ProfitabilityD. Segment PositioningE. Segment “Acid Test” http://nailah08.blogspot.com 26
  • 27. Steps in Segmentation ProcessNeeds-based Segmentation Segment Identification Segment Attractiveness Segment Profitability Segment Positioning Segment Acid Test http://nailah08.blogspot.com 27
  • 28. Segment Identification For each needs-based segment, determine which demographics, lifestyles, and usage behaviors make the segment distinct and identifiable (actionable) . http://nailah08.blogspot.com 28
  • 29. 7. __________ determines which demographics, lifestyles, and usage behaviors make the segment distinct.A. Segment IdentificationB. Segment AttractivenessC. Segment ProfitabilityD. Segment PositioningE. Segment “Acid Test” http://nailah08.blogspot.com 29
  • 30. 8. To what particular segment does this question relate to, “What geographical area should we serve?”A. Operating VariableB. Purchasing ApproachesC. Personal CharacteristicsD. DemographicE. Situational Factors http://nailah08.blogspot.com 30
  • 31. Segmenting for Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics http://nailah08.blogspot.com 31
  • 32. Segmenting for Business Markets Demographic 1. Industry: Which industries should we serve? 2. Company size: What size companies should we serve? 3. Location-What geographical areas should we serve? http://nailah08.blogspot.com 32
  • 33. 8. To what particular segment does this question relate to, “What geographical area should we serve?”A. Operating VariableB. Purchasing ApproachesC. Personal CharacteristicsD. DemographicE. Situational Factors http://nailah08.blogspot.com 33
  • 34. 9. ________ can be defined in terms of the time of day, week, month, year, or in terms of other well-defined temporal aspects of a consumers life.A. OccasionsB. BenefitsC. User StatusD. Usage RateE. Buyer- Readiness http://nailah08.blogspot.com 34
  • 35. Behavioral Segmentation Behavioral Variables5 Decision Roles • Occasions• Initiator • Benefits• Influencer • User Status• Decider • Usage Rate• Buyer • Buyer Readiness• User • Loyalty Status • Attitude http://nailah08.blogspot.com 35
  • 36. Behavioral Segmentation During the 1960’s-70’s, cranberry was just consumed as a side-dishBehavioral Variable during thanksgiving. Because of pesticide scare, growers thought• Occasions of a way to diversify and create a year round market by producing cranberry juice. http://nailah08.blogspot.com 36
  • 37. 9. ________ can be defined in terms of the time of day, week, month, year, or in terms of other well-defined temporal aspects of a consumers life.A. OccasionsB. BenefitsC. User StatusD. Usage RateE. Buyer- Readiness http://nailah08.blogspot.com 37
  • 38. 10. What type of non-users are most likely to be acquired based on the Conversion Model?A. Strongly UnavailableB. Weakly UnavailableC. AmbivalentD. UnavailableE. Available http://nailah08.blogspot.com 38
  • 39. The Conversion ModelConvertible Shallow Average Entrenched Users Non-Users Strongly WeaklyUnavailable Unavailable Ambivalent Available http://nailah08.blogspot.com 39
  • 40. Non Users Strongly unavailable (unlikely to switch to the brand- their preference lies strongly with their current brands) Weakly unavailable (not available to the brand because their preference lies with their current brand, although not strongly) Ambivalent (as attracted to the brand as they are to their current brands) Available (most likely to be acquired in the short run) http://nailah08.blogspot.com 40
  • 41. 10. What type of non-users are most likely to be acquired in the short-run based on the Conversion Model?A. Strongly UnavailableB. Weakly UnavailableC. AmbivalentD. UnavailableE. Available http://nailah08.blogspot.com 41
  • 42. TOP 10 Learning Questions for (Chapter 8- Identifying Market Segments and Targets) Nailah P. Cristobal December 16, 2011 Marketing Management Class of Prof. Remigio Joseph De UngriaColorful Me http://nailah08.blogspot.com

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