26 Jun MKT203 Exam 2 Maximum 300 points (30 points x 10
MKT203 Exam 2 Maximum 300 points (30 points x 10 questions)INSTRUCTIONS The exam covers the PPT slides from 7 (Market segmentation. FORMAT: Type your answers in 12-font size and in single-spaces (like in this exam). The length ofyour answer to each question should NOT be longer than one page. DUE: Submit your answers Turnitin on the Blackboard by 11:59 PM, Friday, May 15, 2020. Note thatyou can submit only one file (PDF or MS Word) one time. So make sure your put all elements of youranswer in one file. LATE SUBMISSION. The penalty will be 40 points off. ANSWER OVERLAPPING. If your writing overlaps with classmate’s answers or any other source(without proper citations), you will have the following penalty:o 30 points off for 30% 39% overlapping;o 40 points off for 40% 49%; ando 50 points off for 50% or more.o To avoid unnecessary overlapping, do NOT include the exam questions in your answers. You are free to use all kinds of sources (e.g., journals, magazines, newspapers, books, and Internet),but report them (1) inside the text (e.g., Smith 2020) and (2) at the end of the answer as references.QUESTIONS:Q1-Q2. Use the survey MKT203 Exam 2020 Spring 2 Segmentation Sixth Cents Survey and thedata MKT203 Exam 2020 Spring 2 Segmentation Sixth Cents SPSS data.sav to answer thefollowing questions.1. Based on the data, conduct market segmentation and report its process and result. Don’t copy/pastethe SPSS output, but summarize and tabulate and explain the analysis.2. Select one of the segments as the target market. Then defend why the segment is the best targetmarket based on the profile variables.Q3-Q4. Use the survey MKT203 Exam 2020 Spring 2 Brand Positioning Medical Chip Survey andthe data MKT203 Exam 2020 Spring 2 Brand Positioning Medical Chip SPSS data.sav to answer thefollowing questions.3. Based on the data, run the multidimensional scaling and name (a) the two sides of each of the twodimensions and (b) the two dimensions. Show the procedure of your naming the sides anddimensions.4. (a) Draw the brand positioning map with the overall mean score of each brand and (b) discuss whereyou want to re-position the Medical Chip and explain why.***********5. Pick any one product category (e.g., sneakers) and survey its brands’ average prices and marketshares (or revenues or sales volumes). Based on the data, draw a scatter plot, in which x = price andy = market share (or revenue or sales volume). Then, discuss whether price is positively linked tomarket share (or revenue or sales volume). Report the sources of your data.6. Pick five major brands in five different product categories (or industries) of any one company andput the brands on the product life cycle (PLC) based on their industries’ PLC phases (Reference theproduct categories’ revenue trend from Statista, a Hofstra database, to determine the PLC phase).Then, evaluate the company’s product portfolio.7. Pick any one brand and report and evaluate how it achieves omni-channel strategy.8. List all major brands of any one company (divide them by product categories) and evaluate howsuccessful or unsuccessful the company’s brand extension strategy is. Explain why.9. Pick the advertisements of any two rival brands in the same product category and compare the adsin perspectives of brand positioning, endorser credibility and attractiveness, appeal, theme,objective, and likely conversion rate. Discuss which brand is more successful. Show the ads. If theyare TV ones, screen-capture four representative scenes.10. (TBA)What I expectQ1-Q2. You should run the cluster analysis four times and compare their results to select a target market.Reference the following guide.Q1. Create the following tables, then discuss whatthey mean and what to do with them.Q2. Create the following tables, then discuss whatthey mean and what to do with them.Q6 ABCDE represent five brands in five differentindustries.
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