Module 3 workbook

Module 3 workbook - Module 3 Your Name: MATTHEW ALONGI...

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Module 3 Your Name: MATTHEW ALONGI Date: JUNE 21 st 2007 QUINNIPIAC UNIVERSITY School of Business Advertising (MK 312 – Distance Learning) Summer 2007 Workbook Prepared To Help You Succeed
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Introduction This Workbook has been developed to help you succeed in our marketing research course. It contains supplemental material and fill-ins to focus your attention like a laser beam on the key concepts that you really need to master in your reading assignments. Simply read the assignment before the scheduled due date. Then close your textbook and try to fill out as many of the blanks in the Workbook that you can from memory. Then open your textbook and look up the answers to those questions or issues that you could not answer from memory or those in which your answers seem a little “shaky”. This Workbook must be submitted to the instructor before 8 am (Eastern Time), Friday, June 22 nd for evaluation. Bob Watson
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CHAPTER 6: MARKET SEGMENTATION, POSITIOINING, AND THE VALUE PROPOSITION Market segmentation is… Separating the market into more manageable submarkets. Target segment is… The subgroup of the larger market chosen as the focal point for the marketing program and ad campaign. Positioning is… The process of designing and representing one’s product or service so that it will occupy a distinct and valued place in the target consumer’s mind. The first step in marketing involves market segmentation, breaking down large, diverse markets into more manageable sub markets or segments. Advertisers need to identify a segment with common characteristics that will lead the members of that segment to respond distinctively to a marketing program.
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Some of the common ways of segmenting consumer markets are… By usage patterns and commitment levels. You do this by… - Making it your best interest in maintaining a level of devotion in “heavy users” of a product/service. They make these people a focal point for their marketing strategy, since they’re goal is to maintain brand loyalty and increase profit. By demographic segmentation. You accomplish by… - Separating the market into groups such as age, gender, race, marital status, income, education and occupation. This makes it easier, if the demographics are a known variable, to select a proper media to reach the segment.
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By geographic segmentation. You accomplish by… - Segmenting the market by a place of interest. It can be a town, city, state, region, etc. This is used because of the variety of food eating habits, product purchases and recreational practices. The US Census is also used to divide areas into segments. By psychographic and lifestyle segmentation. You accomplish this by… - performing research that focuses on the activities, interests and opinions of consumers. Lifestyle and psychographic segmentation are used for discovering the lifestyles and interests of people. By benefit segmentation.
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This homework help was uploaded on 04/16/2008 for the course MK 312 taught by Professor Watson during the Summer '07 term at Quinnipiac.

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Module 3 workbook - Module 3 Your Name: MATTHEW ALONGI...

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