Question 1

Create an example of geodemographic segmentation.

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...

Question 2

Imagine that you are a marketing executive at a toothpaste manufacturing company. How would you create and use a perceptual map? What positioning criteria might you use in creating it?

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Question 3

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

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Question 4

Segmentation, targeting, and positioning involve a number of processes, many decisions, and many different options. With all that effort, why are marketers so concerned with STP?

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Question 5

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

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Question 6

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 7

In a perceptual map of two dimensions, how are these dimensions determined?

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Question 8

As the marketing manager of your firm, you are responsible for evaluating segments based on their attractiveness. Identify the five criteria and explain how your firm would use this information to determine if a segment is worth pursuing.

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Question 9

UPS, FedEx, and the United States Postal Service are three major competitors in the private package delivery market. Choose one of the three firms and describe its positioning efforts.

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Question 10

You are the marketing manager of a company that sells indoor lighting fixtures. When developing the company's positioning strategy, you choose to position the company's offerings against the offerings of your competitors. What would you expect your competitors to do?

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Question 11

Your business is best described as an entrepreneurial start-up venture with limited resources. It sells basketball sneakers for women. Describe the marketing strategy that is most beneficial for your company.

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Question 12

Ronaldo is developing an Internet auction-based business. After establishing his objectives, describing potential market segments, and evaluating the attractiveness of each segment, Ronaldo now has to choose which target market to focus his efforts on. What factors should influence his decision?

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Question 13

Imagine that you are a marketing executive for a company that manufactures office supplies, including pens and pencils. What type of marketing strategy would you consider for these products, and why?

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Question 14

Create a positioning strategy for your school's business program. How do you want potential students to view your program?

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Question 15

Kim's Kayak Tours identified active retirees living in the retirement community nearby as one of her potential target markets. She knows she can tailor her service and marketing message to the schedules and interests of this audience. How will Kim evaluate the attractiveness of this segment?

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Question 16

Jared is looking to expand his lawn-mowing business and wants to evaluate the profitability of a potential new market. The area he is looking at has 400 homes and Jared estimates that 10 percent of them would be likely to use his service. He charges $25 per mowing and on average customers mow their lawns 20 times a year. Jared estimates the variable costs to expand his business will be $5 per mowing and his fixed costs are $2,000. How much profit would Jared make on this new segment?

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Question 17

Segment profitability asks marketers to consider segment size, segment adoption percentage, purchase behavior, profit margin percentage, and fixed costs. Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

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Question 18

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

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Question 19

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 20

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

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Quiz 9: Segmentation, Targeting, and Positioning

Create an example of geodemographic segmentation.

Imagine that you are a marketing executive at a toothpaste manufacturing company. How would you create and use a perceptual map? What positioning criteria might you use in creating it?

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

Segmentation, targeting, and positioning involve a number of processes, many decisions, and many different options. With all that effort, why are marketers so concerned with STP?

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?"

In a perceptual map of two dimensions, how are these dimensions determined?

As the marketing manager of your firm, you are responsible for evaluating segments based on their attractiveness. Identify the five criteria and explain how your firm would use this information to determine if a segment is worth pursuing.

UPS, FedEx, and the United States Postal Service are three major competitors in the private package delivery market. Choose one of the three firms and describe its positioning efforts.

You are the marketing manager of a company that sells indoor lighting fixtures. When developing the company's positioning strategy, you choose to position the company's offerings against the offerings of your competitors. What would you expect your competitors to do?

Your business is best described as an entrepreneurial start-up venture with limited resources. It sells basketball sneakers for women. Describe the marketing strategy that is most beneficial for your company.

Ronaldo is developing an Internet auction-based business. After establishing his objectives, describing potential market segments, and evaluating the attractiveness of each segment, Ronaldo now has to choose which target market to focus his efforts on. What factors should influence his decision?

Imagine that you are a marketing executive for a company that manufactures office supplies, including pens and pencils. What type of marketing strategy would you consider for these products, and why?

Create a positioning strategy for your school's business program. How do you want potential students to view your program?

Kim's Kayak Tours identified active retirees living in the retirement community nearby as one of her potential target markets. She knows she can tailor her service and marketing message to the schedules and interests of this audience. How will Kim evaluate the attractiveness of this segment?

Segment profitability asks marketers to consider segment size, segment adoption percentage, purchase behavior, profit margin percentage, and fixed costs. Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

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

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?"

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