Ch3

Question 1

What is the analysis of 3Cs ?

Answer 1

-Customers.
-Competitors, and
- the Company

Question 2

What is the STP marketing experts ?

Answer 2

• Segmentation.
• Targeting.
• Positioning.

Question 3

In Market Analysis you should look at overall size and growth of
1 ….
2 ….
3 ….

Answer 3

1- the market .
2- the margins and profit potential, and .
3- the levels and trends affecting the market.

Question 4

– Who are the customers in that market in terms of demographics and psychographics?
– What needs or problems do they have?
– What are the jobs-to-be-done from the customer’s perspective?
…… ………. Analysis

Answer 4

Customer Needs Analysis

Question 5

– Identification and analysis of competitors.
– Analysis of competitors’ strengths and weaknesses.
– Understanding opportunities for differentiation and competitive advantage.
……. Analysis

Answer 5

Competitor Analysis

Question 6

– Identify the organization’s strengths in terms of
* its current brand positioning and image, and
* the resources the organization has.
– Examining the organization’s limitations or constraints.
– Understand how an organization’s values shape the way it does business.

This is ?
Competitor Analysis
Customer Needs Analysis
Company Analysis

Answer 6

Company Analysis

Question 7

…………. is Dividing the population of possible customers into groups.

Answer 7

Segmentation

Question 8

A market segment is composed of a group of buyers who share ?
1-
2-
3-
4-

Answer 8

1-common characteristics -خصائص مشتركة
2-needs .
3-purchasing behavior .
4-consumption patterns , انماط استهلاك

Question 9

In Segmentation the variables that can form the base of grouping are ?
1-
2-
3-
4-

Answer 9

1- demographic
2- geographic
3- psychographic
4- behavioral

Question 10

Understanding segment(s) that would most likely be interested in the service, and focus on how to serve them well.

Answer 10

Targeting

Question 11

The unique place that the firm and/or its service offerings occupy in the minds of its consumers.

Answer 11

Positioning

Question 12

…………is the first step toward creating a
unique positioning for a service.

Answer 12

Differentiation

Question 13

……….. …….. …………. Focuses on what customers truly want in a service and close to multi-attribute decision models

Answer 13

Needs-based segmentation

Question 14

Give me example for
Many Number of Markets Served and Narrow Number of Service Offerings ?

Answer 14

Starbucks
Service focused

Question 15

Give me example for
many number of markets served and Wide Number of service offerings

Answer 15

Supermarket
Unfocused (everything for everyone)

Question 16

Give me an example
4 few number of market served and Wide number of service offerings

Answer 16

B2B
Market focused

Question 17

Positioning strategy:

Answer 17

– creating,
– communicating
– maintaining distinctive differences.

Question 18

Positioning Principles (Jack Trout):

Answer 18

A company must establish a position in the minds of its targeted customers.

Question 19

Positioning maps are tools to

Answer 19

visualize competitive positioning along key aspects of its services marketing strategy.

map developments over time,

– develop scenarios of potential competitor responses.

Question 20

Basic elements to writing a good positioning statement:

Answer 20

1-Target audience
2-Frame of reference
3-Point of difference
4-Reason to believe

Question 21

………… proof that the brand can deliver
the benefits that are promised.

Answer 21

Reason to believe

Question 22

the most compelling benefit offered by the brand that stands out from its competition.

Answer 22

Point of difference

Question 23

the specific group(s) of people that the brand wants to sell to and serve.

Answer 23

Target audience

Question 24

the category that the brand is
competing in

Answer 24

Frame of reference