11 May IDENTIFY AND DESCRIBE THE MOST OFTEN USED SOURCES OF DIFFERENTIATION?
Why
is the Benefits Sought method of segmentation a good place to start the
segmentation process?
118. In
the B2B market, how do you segment by operating variables?
119. Should
every company develop and serve a tertiary target market?
120. What
research technique does a firm in starting to determine its positioning
strategy often use?
121. Define
perceptual maps.
Essay Questions
122. When
the social networking site Facebook started, its primary members were in the
young adult market of 18 to 24 year olds. Now the 35 and over age group has the
largest membership. What kind of value does Facebook offer to different
segments?
123. Hybrid
cars attract different customer segments. Identify two segments and explain
what message you would send to each.
124. Wal-Mart
operates stores, Sam’s Clubs, supercenters, and neighborhood markets. How do
you think the company views market segmentation?
125. How
can Spuds and Suds, a Dallas, Texas sports bar, determine if there is a market
segment of sufficient size to justify its purchase of the National Hockey
League Center Ice package?
126. Audrey
is studying generational segmentation. What are the most important things she
needs to know about baby boomers?
127. Many
people of the GI Generation and the Silent Generation now live in or are
considering retirement communities, nursing homes or assisted living
facilities. What do marketing managers need to understand about these
groups?
128. How
does Gillette use gender segmentation?
129. Rita
spent four years at HSN (formerly Home Shopping Network) as a category manager
in healthcare products aimed at the B2C market. Target headquarters in Minneapolis recruited her
to manage the stationery division. She contracts with suppliers worldwide to
supply the chain with notebooks, notepads, art supplies, computer paper, etc.
In analyzing the target markets, should Rita use an undifferentiated or differentiated
target marketing strategy? Which of Michael Porter’s competitive strategies
does Target use?
130. Identify
and describe the most often used sources of differentiation?
131. Identify
and describe the four types of positioning errors.
117. Why
is the Benefits Sought method of segmentation a good place to start the
segmentation process?
118. In
the B2B market, how do you segment by operating variables?
119. Should
every company develop and serve a tertiary target market?
120. What
research technique does a firm in starting to determine its positioning
strategy often use?
121. Define
perceptual maps.
Essay Questions
122. When
the social networking site Facebook started, its primary members were in the
young adult market of 18 to 24 year olds. Now the 35 and over age group has the
largest membership. What kind of value does Facebook offer to different
segments?
123. Hybrid
cars attract different customer segments. Identify two segments and explain
what message you would send to each.
124. Wal-Mart
operates stores, Sam’s Clubs, supercenters, and neighborhood markets. How do
you think the company views market segmentation?
125. How
can Spuds and Suds, a Dallas, Texas sports bar, determine if there is a market
segment of sufficient size to justify its purchase of the National Hockey
League Center Ice package?
126. Audrey
is studying generational segmentation. What are the most important things she
needs to know about baby boomers?
127. Many
people of the GI Generation and the Silent Generation now live in or are
considering retirement communities, nursing homes or assisted living
facilities. What do marketing managers need to understand about these
groups?
128. How
does Gillette use gender segmentation?
129. Rita
spent four years at HSN (formerly Home Shopping Network) as a category manager
in healthcare products aimed at the B2C market. Target headquarters in Minneapolis recruited her
to manage the stationery division. She contracts with suppliers worldwide to
supply the chain with notebooks, notepads, art supplies, computer paper, etc.
In analyzing the target markets, should Rita use an undifferentiated or differentiated
target marketing strategy? Which of Michael Porter’s competitive strategies
does Target use?
130. Identify
and describe the most often used sources of differentiation?
131. Identify
and describe the four types of positioning errors.
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