Question 1

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

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Question 2

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

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Question 3

Let's Dish is a meal-preparation service operating in three states.Customers visit a Let's Dish store to select and partially prepare their meals,which are then packaged for the freezer.At home,the customer can pull a meal out of the freezer and warm it in the oven or microwave.If Let's Dish wanted to expand into new locations,what segmentation method would you recommend to them? Explain how your chosen method would work for Let's Dish.

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Question 4

A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.

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Question 5

Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question,"Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

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Question 6

Write a value proposition for your favorite restaurant.

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Question 7

Rick's Computer and Copying Center has decided to target students at a newly opened satellite campus of the university.Which of the marketing mix variables will Rick use when developing a positioning strategy for his firm? Offer specific examples.

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Question 8

How have airline companies implemented loyalty segmentation?

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Question 9

List the steps in the segmentation,targeting,and positioning process.

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Question 10

Social networking sites that compete directly with Facebook have a difficult time surviving; however,LinkedIn has survived by focusing on the needs of business professionals,who seek to network with colleagues,share their expertise,post online resumés,and look for new jobs.Write a value proposition for LinkedIn.

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Question 11

Identify how a company that manufactures salt can use a differentiated targeting strategy.

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Question 12

A laptop manufacturer is considering designing and marketing a left-handed laptop,with the keyboard rearranged to better suit left-handed people.The CEO is left-handed,and has pointed out to senior management that over 10 percent of the population is left-handed.It will not be inexpensive to design this new model,so the laptop manufacturer wants to make sure that this is an attractive segment.For each of the five criteria of segment attractiveness,list a question the laptop manufacturer will want to consider to evaluate attractiveness of "left-handed laptop users" as a segment.

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Question 13

Which of the segmentation attractiveness criteria is assumed by the statement,"Build it,and they will come"?

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Question 14

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

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Question 15

Why do marketers often use perceptual maps when developing positioning strategies?

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Quiz 9: Segmentation,Targeting,and Positioning

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.

Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question,"Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

Write a value proposition for your favorite restaurant.

Rick's Computer and Copying Center has decided to target students at a newly opened satellite campus of the university.Which of the marketing mix variables will Rick use when developing a positioning strategy for his firm? Offer specific examples.

How have airline companies implemented loyalty segmentation?

List the steps in the segmentation,targeting,and positioning process.

Identify how a company that manufactures salt can use a differentiated targeting strategy.

Which of the segmentation attractiveness criteria is assumed by the statement,"Build it,and they will come"?

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

Why do marketers often use perceptual maps when developing positioning strategies?