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TOP 10 Learning Questions for
Chapter 8: Identifying Market Segments and
Targets
Ianne Patrick P. SantiagoDecember 17, 2010
1. Which of the 4 levels of Micromarketing leads to customized marketing?
A. SegmentsB. NichesC. Local areasD. IndividualsE. Customers
2
4 levels of Micromarketing:
3
Segments Niches Local Areas Individuals
Target market is a group of
customers who have similar set
of needs and wants
Target market is a group of
customers who are seeking a
distinctive mix of benefits
Target market is providing the
needs and wants of a local group of customers
An individual customer taking
initiative on what and how to buy
4 levels of Micromarketing:
4
Segments Niches Local Areas Individuals
Target market is a group of
customers who have similar set
of needs and wants
Target market is a group of
customers who are seeking a
distinctive mix of benefits
Target market is providing the
needs and wants of a local group of customers
An individual customer taking
initiative on what and how to buy
Individual marketing targets customers that leads to one-to-one market.
1. Which of the 4 levels of Micromarketing leads to customized marketing?
A. SegmentsB. NichesC. Local areasD. IndividualsE. Customers
5
2. A good example for geographic segmentation is _____.A. Singapore McDonalds serve fish
hamburgers to the customers.B. Philippine McDonalds serve french fries to
the customers.C. Hong Kong McDonalds serve soft drinks to
the customers.D. America McDonalds serve ice cream to the
customers.E. Indonesia McDonalds serve coffee to the
customers.6
Definition of Geographic segmentation:
Targets market with different geographical units such as nations, states, regions, countries, cities.
Pays attention to local variations.
7
Geographic Segmentation:
Market is all about location and local variations.
8
2. A good example for geographic segmentation is _____.A. Singapore McDonalds serve fish
hamburgers to the customers.B. Philippine McDonalds serve french fries to
the customers.C. Hong Kong McDonalds serve soft drinks to
the customers.D. America McDonalds serve ice cream to the
customers.E. Indonesia McDonalds serve coffee to the
customers.9
3. The four segmentation variables are geographic, _____, psychographic and behavioral.
A. BibliographicB. SystematicC. PhotographicD. DemographicE. Typographic
10
Four segmenting consumer markets:
11
Geographic Demographic Psychographic Behavioral
Market is all about
location and local
variations.
Market is divided into groups
associated and based with
customers wants and needs.
Market focused on the customers
wants and needs by using
psychology and demographics.
Market divides the customers based on what they know by
their attitude and response to the
product.
Four segmenting consumer markets:
12
Geographic Demographic Psychographic Behavioral
Market is all about
location and local
variations.
Market is divided into groups
according to the variables that are associated with
customers wants and needs.
Market focused on the customers
wants and needs by using
psychology and demographics.
Market divides the customers based on what they know by
their attitude and response to the
product.
Demographic segmentation is a market that is based on variables.
3. The four segmentation variables are geographic, _____, psychographic and behavioral.
A. BibliographicB. SystematicC. PhotographicD. DemographicE. Typographic
13
4. Which of the following is false?
A. Switchers is 1 of 4 brands of loyalty statusB. Niche marketing is part of micromarketingC. Conversion model classifies users and
nonusersD. Influencer is a behavioral variableE. Customers who uses two or more brands are
called split loyals
14
Decision Roles:
Initiator Influencer Decider Buyer User
15
Behavioral Variables:
Occasions Benefits User Status Usage Rate Buyer-
Readiness Loyalty Status Attitude
Decision Roles:
Initiator Influencer Decider Buyer User
16
Behavioral Variables:
Occasions Benefits User Status Usage Rate Buyer-
Readiness Loyalty Status AttitudeInfluencer is part of a five crucial roles in
a buying decision.
4. Which of the following is false?
A. Switchers is 1 of 4 brands of loyalty statusB. Niche marketing is part of micromarketingC. Conversion model classifies users and
nonusersD. Influencer is a behavioral variableE. Customers who uses two or more brands are
called split loyals
17
5. Which of the following examples is a shifting loyal status?A. Donald Duck only use Head and Shoulders
shampoo.B. Mickey Mouse likes to eat Haagen Dazs and
Blue Bunny ice cream.C. Pluto switch his deodorant from Rexona to
Axe.D. Goofy uses different soap every month.E. Dumbo likes to eat french fries at McDonalds.
18
Four types of Loyal Status:
Hard-core loyals – consumers uses one brand
Split loyals – consumers uses two or more brands
Shifting loyals – consumers shift loyalty from one brand to another
Switchers – consumers has no loyalty of any brand
19
Four types of Loyal Status:
Hard-core loyals – consumers uses one brand
Split loyals – consumers uses two or more brands
Shifting loyals – consumers shift loyalty from one brand to another
Switchers – consumers has no loyalty of any brand
20
Shifting loyal are consumers who uses a brand he likes. Once he found a brand that is much better and more effective, he switches to that brand.
5. Which of the following examples is a shifting loyal status?A. Donald Duck only use Head and Shoulders
shampoo.B. Mickey Mouse likes to eat Haagen Dazs and
Blue Bunny ice cream.C. Pluto switch his deodorant from Rexona to
Axe.D. Goofy uses different soap every month.E. Dumbo likes to eat french fries at McDonalds.
21
6. Coke product is _____ to customers around the world.
A. MeasurableB. SubstantialC. AccessibleD. DifferentiableE. Actionable
22
5 Key Criteria's of Market Segments:
23
Measurable Size, purchasing power and characteristics of customers can be measured
Substantial Large and profitable enough to serve the customers
Accessible Effectively reached and served the customers
Differentiable Distinguishable and have different response to marketing mix elements and programs of customers
Actionable Attracting and serving customers by using effective programs
5 Key Criteria's of Market Segments:
24
Measurable Size, purchasing power and characteristics of customers can be measured
Substantial Large and profitable enough to serve the customers
Accessible Effectively reached and served the customers
Differentiable Distinguishable and have different response to marketing mix elements and programs of customers
Actionable Attracting and serving customers by using effective programsAccessible is a key criteria of market segments that
served products to customers within reached areas.
6. Coke product is _____ to customers around the world.
A. MeasurableB. SubstantialC. AccessibleD. DifferentiableE. Actionable
25
7. Which of the following is for selective specialization?A. Fast food that offers the same menu for 50
years and more will not survive in the market.B. Apple launched iphone4, targeting families
who are far away with each other to use video calls.
C. Dell manufacturers sells computers to schools, companies and malls.
D. Banco De Oro offers its services to SM Malls.E. Nike caters to sports enthusiasts.
26
5 Patterns of Target Market Selection
27
M1
M2
M3
P1
P2
P3
Single-segment concentratio
nM1
M2
M3
P1
P2
P3
Selective Specializatio
nM1
M2
M3
P1
P2
P3
Product Specializatio
n
5 Patterns of Target Market Selection
28
M1
M2
M3
P1
P2
P3
Market Specializatio
nM1
M2
M3
P1
P2
P3
Full Market Coverage
Selective specialization is a target market selection that attracts a specific customer for the product they
provided.
7. Which of the following is for selective specialization?A. Fast food that offers the same menu for 50
years and more will not survive in the market.B. Apple launched iphone4, targeting families
who are far away with each other to use video calls.
C. Dell manufacturers sells computers to schools, companies and malls.
D. Banco De Oro offers its services to SM Malls.E. Nike caters to sports enthusiasts.
29
8. Which of the following is false on segments business markets?
A. Demographic is concerned about the industry, company size and location.
B. Technology, user or nonuser status and customer capabilities are the operating variables.
C. The five purchasing approaches are purchasing-function organization, power structure, nature of existing relationship.
D. General application, urgency and size or order are situational factors.
E. Personal characteristics are based on buyer-seller similarity, attitude toward risk and loyalty.
30
3 Situational factors of segments business markets:
Urgency – should serve companies that need fast delivery or service
Specific Specialization – should focus on certain application rather than all application of the product
Size or order – should focus on large or small orders
31
When citing situational factors, segments business markets focus on specific application of a certain
product to achieve higher returns.
8. Which of the following is false on segments business markets?
A. Demographic is concerned about the industry, company size and location.
B. Technology, user or nonuser status and customer capabilities are the operating variables.
C. The five purchasing approaches are purchasing-function organization, power structure, nature of existing relationship.
D. General application, urgency and size or order are situational factors.
E. Personal characteristics are based on buyer-seller similarity, attitude toward risk and loyalty.
32
9. The four groups of conversion model based on strength of commitment of users are:A. Strongly unavailable, weakly unavailable,
ambivalent and availableB. Convertible, shallow, average and
entrenchedC. Segments, niches, local areas and
individualsD. Gender, income, generation and social classE. Attitude, loyalty status, benefits and
occassions
33
4 groups of conversion model based on strength of commitment of users:
34
Convertible Shallow Average Entrenched
Prone to changes, most likely to defect
Not committed to the brand and could switch anytime, considers alternatives
Committed to the brand but not as strong, could switch brand in short term
Strongly committed to the brand that is being used, possible of not changing products in the near future, long term
4 groups of conversion model based on strength of commitment of users:
35
Convertible Shallow Average Entrenched
Prone to changes, most likely to defect
Not committed to the brand and could switch anytime, considers alternatives
Committed to the brand but not as strong, could switch brand in short term
Strongly committed to the brand that is being used, possible of not changing products in the near future, long term
Customers users have different approaches in brand commitment. Some users are committed and vice
versa.
9. The four groups of conversion model based on strength of commitment of users are:A. Strongly unavailable, weakly unavailable,
ambivalent and availableB. Convertible, shallow, average and
entrenchedC. Segments, niches, local areas and
individualsD. Gender, income, generation and social classE. Attitude, loyalty status, benefits and
occassions
36
10. The conversion model classifies non users that is strongly prefers their current brand as _____.A. Strongly unavailableB. Weakly unavailableC. AmbivalentD. AvailableE. Unavailable
37
4 groups of conversion model based on balance disposition of non users: Strongly unavailable – customers that
are not willing to switch brand because they are strongly prefer the current brand they are using, long term.
Weakly unavailable – customers that are not willing to switch brand because their preference is on the current brand, short term.
38
4 groups of conversion model based on balance disposition of non users: Ambivalent – customers are attracted to
brand as to their current brand Available – customers likely to buy the
new brand in short term
39
Non users will probably change to a brand or not. It depends on their balance of disposition and
openness to buy the brand.
10. The conversion model classifies non users that is strongly prefers their current brand as _____.A. Strongly unavailableB. Weakly unavailableC. AmbivalentD. AvailableE. Unavailable
40
TOP 10 Learning Questions for
Chapter 8: Identifying Market Segments and
Targets
Ianne Patrick P. SantiagoDecember 17, 2010
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