CHAP 2 ENUMERATION

Question 1

The 4 basic types of segmentation:

Answer 1

1.Demographic
2.Psychographic
3.Geographic
4.Behavioral

Question 2

THREE APPROACHES IN MEETING THE NEEDS OF CUSTOMERS:

Answer 2

• UNDIFFERENTIATED STRATEGY
• CONCENTRATED STRATEGY
• DIFFERENTIATED STRATEGY

Question 3

Target Strategies: (3)

Answer 3

1.Demographic targeting
2.Geographic targeting
3.Psychological and behavioral targeting

Question 4

There are several approach to target marketing: (3)

Answer 4

• Undifferentiated Target Marketing
• Multiple Segment Targeting
• Concentrated Targeting/Niche

Question 5

There are seven approaches in positioning strategies:

Answer 5

1.Product characteristics/Customer Benefits
2.Pricing Quality
3.Use or Application
4.Product User
5.Product Class
6.Cultural Symbol
7.Competitors

Question 6

REPOSITIONING COULD HAVE THE FOLLOWING: (5)

Answer 6

1. Stronger Competitive Position
2. Enhanced Sales
3. Clearer Target Market
4. Better aligned to present market needs
5. Possible media attention

Question 7

DEVELOPING COMPETITIVE ADVANTAGE & STRATEGIC FOCUS (3)

Answer 7

1. Operational Excellence
2. Product Leadership
3. Customer Intimacy

Question 8

NEW REALTIES AND TRENDS IN MARKETING

Answer 8

1. Increased focus on customer experience
2. Engaged and effective measuring analytics 2.0
3. Marketing technologists & data scientists as the new marketing lieutenants
4. Personalized everything
5. Better video content
6. More social media marketing
7. Embrace the IoT
8. Chatbots & AI go mainstream
9. Right-time marketing instead of real-time marketing
10. Prepare for marketing to own digital transformation
    campaign