chapter 8: make your mark, know your customer!
Post on 14-Jan-2015
854 Views
Preview:
DESCRIPTION
TRANSCRIPT
TOP 10 Learning Questions for
Chapter 8: Identifying Market Segments and
Targets
Allan Ray C. EnriquezSeptember 3, 2010
1. is a more narrowly defined customer group seeking a distinctive mix of benefits.
A. SegmentB. NicheC. Local areaD. IndividualE. Firm
2
Markets can be targeted at four (4) levels: segments, niches, local areas and individuals.
Segments: large and identifiable groupsNiche: more narrowly defined group with
distinctive mix of benefitsLocal area: local customer groups (i.e.
neighborhoods, individual stores)Individuals: particular customers with
their customized needs and wants.
3
4
1. is a more narrowly defined customer group seeking a distinctive mix of benefits.
A. SegmentB. NicheC. Local areaD. IndividualE. Firm
2. defines a person’s major concern.
A. AgeB. Family sizeC. Social classD. Life stageE. Race
5
In demographic segmentation, we divide market into groups and variables:
Age, family size, family life cycle, gender income, occupation, education, religion, race, generation, nationality and social class
6
7
2. defines a person’s major concern.
A. AgeB. Family sizeC. Social classD. Life stageE. Race
3. Target markets are the following except:
A. SegmentsB. GroupsC. NichesD. Local AreasE. Individuals
8
Markets can be targeted at four (4) levels: segments, niches, local areas and individuals.
Segments: large and identifiable groupsNiche: more narrowly defined group with
distinctive mix of benefitsLocal area: local customer groups (i.e.
neighborhoods, individual stores)Individuals: particular customers with
their customized needs and wants.
9
10
3. Target markets are the following except:
A. SegmentsB. GroupsC. NichesD. Local AreasE. Individuals
4. Market segments, to be useful, must be ALL except:
A. measurableB. differentiableC. accessibleD. flexibleE. actionable
11
To be useful, market segments must rate on five (5) key criteria:
Measurable: size, purchasing power and other characteristics should be measured.
Substantial: should be large and profitable to serve.
Accessible: can be effectively reached and served.
Differentiable: should be conceptually distinguishable.
Actionable: effective programs can be formulated.
12
13
4. Market segments, to be useful, must be ALL except:
A. measurableB. differentiableC. accessibleD. flexibleE. actionable
5. Which of the following is FALSE?
A. Men and women have different attitudes based partly on genetic makeup and socialization.
B. People in the same part of the life cycle may differ in their life stage.
C. Income always predict the best customers for a given product.
D. Each generation is influenced by the times in which it grows up.
E. Social class has a strong influence on preferences.
14
In demographic segmentation, we divide market into groups and variables:
Age, family size, family life cycle, gender income, occupation, education, religion, race, generation, nationality and social class
15
16
5. Which of the following is FALSE?
A. Men and women have different attitudes based partly on genetic makeup and socialization.
B. People in the same part of the life cycle may differ in their life stage.
C. Income always predict the best customers for a given product.
D. Each generation is influenced by the times in which it grows up.
E. Social class has a strong influence on preferences.
6. All statements for market segments to be useful are FALSE except:
A. Segments can be served when available.B. The segments should be targeted to small
groups for tailored marketing. C. Segments are conceptually similar to each
other.D. Size and characteristics of the segments
cannot be quantified.E. Effective programs can be formulated for
attracting and serving the segments.
17
To be useful, market segments must rate on five (5) key criteria:
Measurable: size, purchasing power and other characteristics should be measured.
Substantial: should be large and profitable to serve.
Accessible: can be effectively reached and served.
Differentiable: should be conceptually distinguishable.
Actionable: effective programs can be formulated.
18
19
6. All statements for market segments to be useful are FALSE except:
A. Segments can be served when available.B. The segments should be targeted to small
groups for tailored marketing. C. Segments are conceptually similar to each
other.D. Size and characteristics of the segments
cannot be quantified.E. Effective programs can be formulated for
attracting and serving the segments.
7. Manila Beer’s strategy is an example way of marketing.
A. SegmentB. NicheC. Local D. IndividualE. Global
20
Manila Beer repackaged itself and reintroduced last June 2010*.
Target marketing leads to marketing programs tailored to the needs and wants of local customer groups.
21
Manila Beer was relaunched June 25, 2010 in celebration of Manila Day as well.Source: http://recyclebinofamiddlechild.blogspot.com/2010/06/manila-beer-rocks-manila-day.html
22
7. Manila Beer’s strategy is an example way of marketing.
A. SegmentB. NicheC. Local D. IndividualE. Global
8. RunRio’s marketing is focused to runners. This type of segmentation is focused primarily to stage.
A. Age and Life-Cycle B. Life C. Gender D. Social ClassE. Generation
23
Running has been dubbed as the “new badminton.” From merely 2,000 participants, races has increased to 10,000 this year.*
Generations are influenced by the times in which it grows up but at times different generations influence other generations because of relationship (i.e., family).
24
Source: Rudy Biscocho, Runner’s World Philippines 2nd Issue, July 2010
25
8. RunRio’s marketing is focused to runners. This type of segmentation is focused primarily to stage.
A. Age and Life-Cycle B. Life C. Gender D. Social ClassE. Generation
9. Colgate’s strategy of including sensitive teeth consumers in their market is a way of
.
A. Local marketingB. HypermarketingC. MegamarketingD. Mass marketingE. Niche marketing
26
Sensodyne has been known for its toothpaste customized for sensitive teeth until Colgate released its product this year.*
Colgate, being a toothpaste company, added its product, Sensitive Pro-Relief to well understand its customers’ needs.
27
Source: http://www.123jump.com/market-update/Colgate-Palmolive-Q4-Earnings-Call-Transcript/36333/21
28
9. Colgate’s strategy of including sensitive teeth consumers in their market is a way of
.
A. Local marketingB. HypermarketingC. MegamarketingD. Mass marketingE. Niche marketing
10. Sunsilk’s Co-creations’ strategy is this kind of marketing.
A. Segment B. Niche C. LocalD. Individual E. Mass
29
This year Sunsilk created Co-Creations by world-renowned international experts when it comes to haircare.*
Customized marketing is empowering consumers by designing products and services of their choice.
30
Source http://mrsmartinezravesandrants.blogspot.com/2010/07/sunsilk-co-creations-media-launch.html
31
10. Sunsilk’s Co-creations’ strategy is this kind of marketing.
A. Segment B. Niche C. LocalD. Individual E. Mass
TOP 10 Learning Questions for
Chapter 8: Identifying Market Segments and
Targets
Allan Ray C. EnriquezSeptember 3, 2010
top related