CH09 - CHAPTER 9 SEGMENTING, POSITIONING, AND FORECASTING...

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Unformatted text preview: CHAPTER 9 SEGMENTING, POSITIONING, AND FORECASTING MARKETS Test Item Table by Major Section of the Chapter and Level of Learning Major Section of the Chapter Level of Learning Level 1: Knowledge (Knows Basic Terms & Facts) Level 2: Comprehension (Understands Concepts & Principles) Level 3: Application (Applies Principles) Zappos.com (pp.225-226) 1,2,3,4,5 Why Segment Markets? (pp.226-230) 6,7,8,9,10,11,12,13,55,56, 57,59,61 18,19,20,23,24,27,28,29,30,31 , 33,35,38,39,42,43,60, 207,208,209 , 210,211 14,15,16,17,21,22,25,26,32,34, 36,37,40,41,44,45,46,47,48,49, 50,51,52,53,54,58 Steps in Segmenting and Targeting Markets (pp.230-243) 77,81,90,94,101,106,108, 109,124,125,126,127 62,63,64,65,66,67,68,69,70,71,72, 73,76,78,82,83,91,95,96,102,103, 107,111,112,113,114 ,115,119,120, 128,129,130,131,132 ,136,137,138 , 139,140,141, 212,213,215,217,218 , 219,220,221 74,75,79,80,84,85,86,87,88,89, 92,93,97,98,99,100,104,105,110, 116,117,118,121,122,123,133, 134,135 ,147,148,149,151, 214, 216 Positioning the Product (pp.243-245) 154,155,156,160,161,167, 168,170,171,172 142,143,144,145,146,150,152,153 , 159,162,163,164,173,174,175,176 , 222,223 157,158,165,166,169,177,178 Sales Forecasting Techniques (pp.245-247) 179,180,181,182,183,188, 191,192,196,197,198,200, 202 184,185,186,187,189,201,203, 224,225 190,193,194,195,199, 226 Video Case: Nokia (pp.249-251) 205 204,206 Note: Bold numbers indicate short essay questions. Underlined numbers indicate visually enhanced questions. 116 CHAPTER 9 SEGMENTING, POSITIONING, AND FORECASTING MARKETS Test Item Table by Learning Objective and Level of Learning Learning Objective Level of Learning Level 1: Knowledge (Knows Basic Terms and Facts) Level 2: Comprehension (Understands Concepts & Principles) Level 3: Application (Applies Principles) Explain what market segmentation is and when to use it. 6,7,8,9,10,11,12,13,55, 56,57,59,61 1,2,3,4,5,18,19,20,23,24,27, 28,29,30,31 ,32,33,35,38,39, 42,43,60, 207,208,209,210,21 1 14,15,16,17,21,22,25,26,34, 36,37,40,41,44,45,46,47,48, 49,50,51,52,53,54,58, 206 Identify the five steps involved in segmenting and targeting markets. 62,63,64,65, 212 Recognize the factors used to segment consumer and organizational markets. 77,81,90,94,101,106,108, 109 66,67,68,69,70,71,72,73,76, 78,82,83,91,95,96,102,103, 107,111,112,113,114 ,115, 119,120, 205,213,215,217,218 74,75,79,80,84,85,86,87,88, 89,92,93,97,98,99,100,104, 105,110,116,117,118,121, 122,123, 204,214,216 Develop a market-product grid to identify a target market and recommend resulting actions. 124,125,126,127 130,131,132 ,136,137,138,139 , 140,141,142,143,144,145,146 , 150,152,153, 219,220,221 134,135 ,147,148,149,151 Explain how marketing managers position products in the marketplace....
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This note was uploaded on 02/11/2012 for the course MGMT 000 taught by Professor None during the Spring '11 term at DeVry Fremont.

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CH09 - CHAPTER 9 SEGMENTING, POSITIONING, AND FORECASTING...

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