Unilever used the technique of crowdsourcing to

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110. Unilever used the technique of "crowdsourcing" to assist in marketing mix design for its Axe personal care products for men. What is crowdsourcing? A. Tapping direc target audien B. Identifying trends by observing a large group of people C. Conducting focus group research D. Conducting a test market E. Estimating wide-scale sales from a test with a small cro 111. China Mobile has identified segments for its services including rural farmers, college students, and wealthy businessmen. These are examples of __________ segments. 112. When evaluating the attractiveness of the segment, if a segment is expected to react positively to the firm's offering, we say that the segment is:
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Essay Questions 113.Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives? 114.In theory, why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing? 115.Assume you are the marketing consultant for your university, which wants to focus its marketing efforts on retention of current students. You have a choice of segmenting the undergraduate student market on either a geographic or psychographic basis. What is the difference between the two? Which would you recommend, and why? 116.Assume you are the marketing consultant for your university, which wants to focus its marketing efforts on recruiting new students. You have a choice of segmenting the undergraduate student market on either a demographic or benefit basis. What is the difference between the two? Which would you recommend, and why?
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117.Choose a fast-food restaurant chain that does business in your area. Describe the company's target market, and explain how its marketing mix is designed to appeal to this target market. 118.Develop a lifestyle segmentation scheme for students at this university, and label and describe three segments. You can think of this as developing your own version of the VALS tool, but specifically for college students. 119.Marketers find psychographics a valuable segmentation approach. What are some of the limitations of psychographic segmentation and what can marketers do to offset those limitations? 120.The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.
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121.Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation. 122.Kim's Kayak Tours identified active retirees living in the retirement community nearby as one of her potential target markets. She knows she can tailor her service and marketing message to the schedules and interests of this audience. How will Kim evaluate the attractiveness of this segment?
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  • Fall '12
  • Chris
  • Marketing, printing company

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