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

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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

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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. 154,155,156,160,161,167 , 168,170,171,172 159,162,163,164,173,174, 175,176, 222,223 157,158,165,166,169,177, 178 Describe three approaches to developing a sales forecast for an organization. 179,180,181,182,183, 188,191,192,196,197, 198,200,202 184,185,186,187,189,201,203 , 224,225 190,193,194,195,199,204, 226 Note: Bold numbers indicate short essay questions. Underlined numbers indicate visually enhanced questions. 117
CHAPTER 9 SEGMENTING, POSITIONING, AND FORECASTING MARKETS MULTIPLE CHOICE QUESTIONS 9-1 CHAPTER OPENING EXAMPLE: ZAPPOS.COM COMPREHENSION The Zappos specific market segmentation strategy is to a. sell a huge selection of shoes to people who will buy them online. b. sell a wide selection of leather shoes and boots to retailers. c. sell all types of shoes, accessories, and clothing to department stores. d. use organizational segmentation to sell accessories to consumers. e. sell children’s shoes to online retailers. Answer: a Page: 225 LO: 1 LL: 2 AACSB: 3 Rationale: Hsieh, Lin, and founder Nick Swinmurn have given Zappos a clear, specific market segmentation strategy: Sell a huge selection of shoes to people who will buy them online. 9-2 CHAPTER OPENING EXAMPLE: ZAPPOS.COM COMPREHENSION Which of the following statements about Zappos.com is true? a. Zappos.com only sells a small selection of designer, high-end shoes. b. Using only the Zappos.com website it is impossible to discover how to contact the company. c. Zappos.com uses the latest in whiz-bang technology. d. Zappos.com uses ads on the site to finance it.

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