Question 1

How have airline companies implemented loyalty segmentation?

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Question 2

There are three major competitors in the private package delivery market; UPS,FedEx,and DHL.The fourth competitor is the USPS.Choose one of the four firms and describe its positioning efforts.

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Question 3

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

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Question 4

Create a positioning strategy for your school's business program.How do you want potential students to view your program?

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Question 5

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.

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Question 6

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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Question 7

When developing a positioning strategy,marketers may choose to position their offerings against the offerings of competitors.If you were to do so,what would you expect your competitors to do?

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Question 8

Segment profitability asked marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

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Question 9

Create an example of geodemographic segmentation.

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Question 10

Abigail wants to sell a local advertising calendar.She knows there are 2000 households in her community,and estimates 30 percent will buy a calendar.The printing company will charge a $400 set up fee and calendars will cost $4.00 each to print.What price will she need to charge to cover all costs and make a $2000 total profit? Show your calculations.

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Question 11

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?

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Question 12

In a perceptual map of two dimensions,how are these dimensions determined?

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Question 13

How do you create and use a perceptual map? What positioning criteria might toothpaste manufacturers use in creating a perceptual map?

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Question 14

Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation.

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Question 15

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

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Question 16

NASCAR re-directed its marketing efforts when a survey indicated that almost fifty percent of their race fans were female.What type of segmentation was used based on the survey results?

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Question 17

Segmentation,targeting and positioning involve a number of processes,many decisions and many different options.With all that effort,why are marketers so concerned with STP?

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Question 18

Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question,"Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

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