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Marketing Chapter 8 Questions

Marketing Chapter 8 Questions - 5 Loyalty Segmentation 6...

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Marketing Chapter 8 Questions 1. Identify the steps in the segmentation process a. Step 1: Establish Overall Strategy or Objectives b. Step 2: Describe Segments c. Step 3: Evaluate Segment Attractiveness d. Step 4: Select Target Market e. Step 5: Identify and Develop Positioning Strategy 2. What are the four segmentation strategies? a. Undifferentiated Segmentation Strategy, or Mass Marketing b. Differentiated Segmentation Strategy c. Concentrated Segmentation Strategy d. Micromarketing 3. What are the various segmentation methods? 1. Geographic segmentation 2. Demographic segmentation 3. Psychographic segmentation 4. Geodemographic Segmentation
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Unformatted text preview: 5. Loyalty Segmentation 6. Using Multiple segmentation methods 4. Identify four positioning strategies. 1. Value 2. Salient Attributes 3. Symbol 4. Competition 5. What is a perceptual map a. A perceptual map displays, in two or more dimensions, the position of products or brands in the consumer’s minds. 6. Identify the five positioning steps 1. Determine consumers’ perception and evaluation of the product or service in relation to competitors’ 2. Identify competitors’ positions 3. Determine consumer preferences 4. Select the position 5. Monitor the positioning strategy...
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