TOP 10 Learning Questions for                   (Chapter 8- Identifying                    Market Segments and            ...
1. A ______ is a more narrowly defined customer     group seeking a distinctive mix of benefits.A.    SegmentB.    Local A...
Four Levels of Micromarketing Segments                            Niches Local Areas                       Individuals    ...
What does an attractiveniche look like?• fairly small but has size, profit, and growthpotential• unlikely to attract many ...
1. A ______ is a more narrowly defined customer     group seeking a distinctive mix of benefits.A.    SegmentB.    Local A...
2. Which is not a part of segmenting     consumer markets?A.    BehavioralB.    GeographicC.    PsychographicD.    Demogra...
Segmenting Consumer Markets      Geographic            Demographic                   Psychographic                        ...
Segmenting Consumer Markets                                          divide the market into                               ...
2. Which is not a part of segmenting     consumer markets?A.   BehavioralB.   GeographicC.   PsychographicD.   Demographic...
3. How many roles do people play in a buying     decision?A.    FourB.    FiveC.    SixD.    ThreeE.    Two               ...
Behavioral Segmentation                               Behavioral Variables5 Decision Roles                               •...
Decision Roles                     Assume a wife        initiates a request5 Decision Roles     that she wants a new macbo...
3. How many roles do people play in a buying     decision?A.   FourB.   FiveC.   SixD.   ThreeE.   Two                http...
4. ___________ are consumers who buy only     one brand all the time.A.    Split LoyalsB.    SwitchersC.    Hard-core Loya...
Loyalty Status       Hard-core        Loyals      Split Loyals   Shifting Loyals       Switchershttp://nailah08.blogspot.c...
4 Groups based on Loyalty Status   Hard-core loyals-Consumers who buy only one    brand all the time.   Split loyals-Con...
4. ___________ are consumers who buy only     one brand all the time.A.    Split LoyalsB.    SwitchersC.    Hard-core Loya...
5. Which statement is false?A.    The size, purchasing power, and characteristics of      the segments can be measured.B. ...
Effective Segmentation Criteria      Measurable            Substantial                   Accessible                       ...
Effective Segmentation Criteria                            • size, purchasing power & Measurable                 character...
5. Which statement is false?A.   The size, purchasing power, and characteristics of     the segments can be measured.B.   ...
6. The ____________ Model measures the strength of     consumers psychological commitment to brands and     their openness...
The Conversion ModelConvertible      Shallow           Average      Entrenched              Users                Non-Users...
The Conversion Model                 • most likely to defectConvertible                 • uncommitted to the brand and  Sh...
6. The ____________ Model measures the strength of     consumers psychological commitment to brands and     their openness...
7. __________ determines which demographics,     lifestyles, and usage behaviors make the     segment distinct.A.    Segme...
Steps in Segmentation ProcessNeeds-based Segmentation  Segment Identification    Segment Attractiveness       Segment Prof...
Segment Identification   For each needs-based segment, determine which    demographics, lifestyles, and usage behaviors m...
7. __________ determines which demographics,     lifestyles, and usage behaviors make the     segment distinct.A.    Segme...
8. To what particular segment does this     question relate to, “What geographical area     should we serve?”A.   Operatin...
Segmenting for Business Markets      Demographic         Operating Variable           Purchasing Approaches               ...
Segmenting for Business Markets      Demographic                1. Industry: Which industries                should we ser...
8. To what particular segment does this     question relate to, “What geographical area     should we serve?”A.   Operatin...
9. ________ can be defined in terms of the time of day,     week, month, year, or in terms of other well-defined     tempo...
Behavioral Segmentation                                Behavioral Variables5 Decision Roles                               ...
Behavioral Segmentation                             During the 1960’s-70’s, cranberry                             was just...
9. ________ can be defined in terms of the time of day,     week, month, year, or in terms of other well-defined     tempo...
10. What type of non-users are most likely to be     acquired based on the Conversion Model?A.   Strongly UnavailableB.   ...
The Conversion ModelConvertible      Shallow           Average      Entrenched              Users                Non-Users...
Non Users   Strongly unavailable (unlikely to switch to the brand-    their preference lies strongly with their current  ...
10. What type of non-users are most likely to be     acquired in the short-run based on the Conversion     Model?A.   Stro...
TOP 10 Learning Questions for                   (Chapter 8- Identifying                    Market Segments and            ...
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Midterm questions

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Chapter 8- Identifying Market Segments and Targets

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Midterm questions

  1. 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. 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. 3. Four Levels of Micromarketing Segments Niches Local Areas Individuals http://nailah08.blogspot.com 3
  4. 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. 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. 6. 2. Which is not a part of segmenting consumer markets?A. BehavioralB. GeographicC. PsychographicD. DemographicE. Cultural http://nailah08.blogspot.com 6
  7. 7. Segmenting Consumer Markets Geographic Demographic Psychographic Behavioral http://nailah08.blogspot.com 7
  8. 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. 9. 2. Which is not a part of segmenting consumer markets?A. BehavioralB. GeographicC. PsychographicD. DemographicE. Cultural http://nailah08.blogspot.com 9
  10. 10. 3. How many roles do people play in a buying decision?A. FourB. FiveC. SixD. ThreeE. Two http://nailah08.blogspot.com 10
  11. 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. 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. 13. 3. How many roles do people play in a buying decision?A. FourB. FiveC. SixD. ThreeE. Two http://nailah08.blogspot.com 13
  14. 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. 15. Loyalty Status Hard-core Loyals Split Loyals Shifting Loyals Switchershttp://nailah08.blogspot.com 15
  16. 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. 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. 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. 19. Effective Segmentation Criteria Measurable Substantial Accessible Differentiable Actionable http://nailah08.blogspot.com 19
  20. 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. 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. 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. 23. The Conversion ModelConvertible Shallow Average Entrenched Users Non-Users Strongly WeaklyUnavailable Unavailable Ambivalent Available http://nailah08.blogspot.com 23
  24. 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. 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. 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. 27. Steps in Segmentation ProcessNeeds-based Segmentation Segment Identification Segment Attractiveness Segment Profitability Segment Positioning Segment Acid Test http://nailah08.blogspot.com 27
  28. 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. 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. 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. 31. Segmenting for Business Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics http://nailah08.blogspot.com 31
  32. 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. 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. 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. 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. 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. 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. 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. 39. The Conversion ModelConvertible Shallow Average Entrenched Users Non-Users Strongly WeaklyUnavailable Unavailable Ambivalent Available http://nailah08.blogspot.com 39
  40. 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. 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. 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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