Ch8 identifying market segments and targets yabut

TOP 10 Learning Questions for Chapter 08: Identifying Market Segments and Targets Arvin Yabut December 15, 2011

1. Which of the following best describes what a market segment is? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Book Definition ,[object Object],[object Object],[object Object],[object Object]

Book Definition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

2. Which of the following is not a level of micromarketing? ,[object Object],[object Object],[object Object],[object Object],[object Object]

4 Levels of Micromarketing ,[object Object],[object Object]

3. In psychometric segmentation, which group with higher resources tend to seek durability, functionality, and value in products? ,[object Object],[object Object],[object Object],[object Object],[object Object]

VALS Framework ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],3. In psychometric segmentation, which group with higher resources tend to seek durability, functionality, and value in products?

4. What is the loyalty status of consumers who are loyal to two or three brands? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Loyalty Hard-core Loyals Split Loyals Shifting Loyals Switchers

Brand Loyalty Hard-core Loyals - who buy the brand all the time. Split Loyals - loyal to two or three brands. Shifting Loyals - moving from one brand to another. Switchers - with no loyalty

5. In evaluating and selecting the market segments, which of the following refers to serving many needs of a particular customer group? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Book Definition ,[object Object],[object Object],[object Object]

Book Definition ,[object Object],[object Object]

6. What approach can be done to broaden the customer base in case of oversegmenting the market? ,[object Object],[object Object],[object Object],[object Object],[object Object]

7. What are the three activities for target marketing? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Book Definition S.T.P. S egmentation T argeting P ositioning

8. What is the strategic coordination of economic, psychological, political, and public relations skills, to gain the cooperation of a number of parties in order to enter or operate in a given market. ,[object Object],[object Object],[object Object],[object Object],[object Object]

External environment + Marketing Variables Manage these elements!

External environment + Marketing Variables ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],8. What is the strategic coordination of economic, psychological, political, and public relations skills, to gain the cooperation of a number of parties in order to enter or operate in a given market.

9. What type of preference segment results when natural market segments emerge from groups of consumers with shared preferences? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Book Definition ,[object Object],[object Object],[object Object],[object Object],[object Object]

10. The following effective segmentation criteria would be measureable, substantial, accessible, differentiable, and __________. ,[object Object],[object Object],[object Object],[object Object],[object Object]

5-Key Criteria “ Actionable” is the last criterion!

Ch8 identifying market segments and targets yabut

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