Tutoral 5 Segmentation targeting & positioning
全球市场营销重要知识点罗列（中英文）
全球市场营销重要知识点罗列（中英文）Global marketing Chapter one掌握：营销概念：Although marketing is universal, marketing practice, of course,varies from country to country.了解：The market conceptThe New concept of marketing and the Four Ps: shifted the focus of marketing from the product to the customer.The strategic 1.concept of marketing: shifted the focus of marketing from the customer or the product to the customer in the context of the broader external environment.2.the strategic concept of marketing has shifted the focus of marketing from a microeconomics maximization paradigm to a focus of managing strategic partnerships and positioning the firm between vendors and customers in the value chain with the aim and purpose of creating value for customers.掌握：THE THREE PRINCIPLES OF MARKETING1.Customer value and the value equationThe task of marketing is to create customer value that is greater than the value created by competitors./doc/1312473186.html,petitive or differential advantageThe advantage can exist in any element of the company’s offer: the product, the price, the advertising and point-of-sale promotion, or the distribution of the product.V=B/P3.FocusThe third marketing principle is focus, or the concentration of attention.掌握：全球本土化概念（global localization）：it means asuccessful global marketer must have the ability to “think globally and act locally”掌握：MANAGEMENT ORIENTATION1.Ethnocentric (母国中心)---------international companyHome country is superior, sees similarities in foreign countries2.Polycentric（东道国中心）-----------multinational companyEach host country is unique sees differences in foreign countries3.Regiocentric（区域中心）----------global companySees similarities and differences in the world region; is ethnocentric or polycentric the rest of the world.4.Geocentric （世界中心）-------------transnational companyWorldview, sees similarities and differences in home and host countries.了解：Leverage定义：Leverage is simply some type of advantage that a company enjoys by virtue of the fact that it conducts business in more than one country.类型：1.experience transfers(经验移植) 2.Scale economies （规模经济：可降低成本）3.resource utilization （资源利用）4.global strategy（全球化战略）Chapter two了解ECONOMIC SYSTEMS1.Market allocationA market allocation system is one that relies on consumers to allocate resources.Consumers“write” the economic plan by deciding what will be produced by whom./doc/1312473186.html,mand or centralplan allocationIn a command allocation system, the state has broad powers to serve the public interest.These include deciding which products to make and how to make them.3. Mixed allocation了解STAGES OF MARKET DEVELOMENTUsing GNP as a base , we have divided global markets into four categories.1.low-income countries(also known as preindustrial countries)2.lower-middle-income countries(also known as less developed countries or LDCs)3.upper-middle-income countries(also known as industrializing countries)4.high-income countries(also known as advanced , industrialized, postindustrial countries) chapter three 了解：BASIC ASPERTS OF SOCIETY AND CULTURE①It is learned, not innate②The various facts of culture are interrelated, influence or change one aspect of a culture and everything else is affected.③It is shared by members of groups and defines the boundaries between different groups.掌握：High and low context cultures强交际环境文化和弱交际环境文化的对比(看73页表) In low context cultures,①messages have to be explicit.②A person's word is not t o be relied on.③Paperwork is important.In high context cultures,①less information is contained in the verbal part of message.② A person's value, position, background are crucial.掌握：Maslow's Hierarchy of Needs 马斯洛需求层次理论①physiological 生理需求②safety 安全需求③social 社交需求④esteem 尊重⑤self-actualization 自我实现掌握：Hofstede Framework 霍夫斯诺德构架（看细节）①individualism versus collectivism 个人主义与集体主义②power distance 权力距离③uncertainty avoidance 不确定性规避⑤masculinity versus femininity 男权主义相对女权主义了解：THE SELF-REFERENCE CRITERION AND PERCEPTION As we have shown, a person’s perception of market needs is framed by his or her own cultural experience.了解：ENVIRONMENTAL SENSITIVITY(了解80页表格)Environmental sensitivity is the extent to which products must be adapted to the culture-specific needs of different national markets. （对环境中最敏感的东西是food）Chapter four了解POLITICAL RISK （经济发达阶段和政治风险的关系，经济越不发达政治风险越高）了解征用（EXPROPRIATION）定义：Expropriation refers to governmental action to dispossess a company or investor.没收（CONPENSATION）定义：compensation is generally provided to foreign investors,although not often in the “prompt effective ,and adequate”manner provided for by international standard.国有化（NATIONALIZATION）定义：Nationalization occurs ifownership of the property or assets in question is transferred to the host government.了解：Differences of the two systems in solving commercial disputes两种法律体系在解决商务纠纷中的区别common law versus civil law(code law)①Under common law, commercial disputes are subjected to either civil or commercial laws. Under code law, commercial disputes are subjected to the commercial code.②Under common law, industrial property right based on proof of agreement.Under code law, industrial property right based on notarization or registration③Under common law, Performance of contract: Act of God/act of nature means extraordinary happenings not reasonably anticipated.Under code law, Performance of contract: Act of God is extended to include unavoidable interferences such as strike or riots (Force Majeure)掌握：Three bases for jurisdiction in resolving private international disputes处理国际争端的3种基本司法程序①negotiation调解协商②Arbitration仲裁③Litigation 诉讼Chapter five掌握：DIFFUSION THEORY(传播理论)（AIETA）Five stages of the adoption process 对新产品接纳过程的五个阶段①Awareness 知晓阶段②Interest 感兴趣阶段③Evaluation 评价阶段④Trial 试用阶段⑤Adoption 采纳阶段Five types of adopter categories 新产品接纳者的5种类型②innovators②early adopters(Early adopters are the most influential people in their communities,even more than the innovators. Thus. The early adopters are a critical group in the adoption process )③early majority④late majority⑤laggards (落后者)掌握：Characteristics of innovations(创新的特征)1.Relative advantage（相对优势）/doc/1312473186.html,patibility（兼容性）/doc/1312473186.html,plexity（复杂性）4.Divisibility（可分性）/doc/1312473186.html,municability（可交流性）Chapter six了解Information subject agenda （理解168页表格）了解SCANNING MODES（搜寻模式）: SURVEILLANCE AND SEARCH监视的两种类型Surveillance include: viewing and monitoring 了解营销信息的主要来源（sources of market information）：1.human sources (人)2.documentary sources（文档资源）3.internet sources（因特网来源）4. Direct perception（直接感知）了解FORMAL MARKETING RESEARCH（正式的市场调研）Step 1: Identifying the research problemStep 2: Developing a research planStep 3: Collecting data (看细节secondary data, primary data, survey research)Step 4: Analyzing research dataStep 5: Presenting the findingsChapter seven掌握市场细分的定义: Market segmentation is the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场细分的定义：Global market segmentation is the process of dividing the world market into distinct subsets of customers that behave in the same way or have similar needs.掌握全球市场的主要细分的标准（criteria）(知道归属)：1.Geographic segmentation2.Demographic segmentation3.Psychographic segmentation4.Behavior segmentation5.Benefit segmentation掌握全球目标市场确定的定义：T argeting is the act of evaluating and comparing the identified groups and then selecting one or more of them as the prospect(s) with the highest potential.掌握选择目标市场的标准（criteria）:1.current segment size and growth potential2.potential competition/doc/1312473186.html,patibility and feasibility掌握选择目标市场的策略：1.standardized global marketing2.concentrated global marketing3.differentiated global marketing掌握全球产品定位（Global product positioning）定义:Positioning is the location of your product in the mind of your customer.Chapter eight掌握出口市场选择的六大标准（MARKET SELECTION CRITERIA）：1.market potential(市场潜量)2.market access (市场潜入因素)3.shipping costs(运输成本及时间)4.potential competition(潜在竞争)5.service requirement(服务要求)6.product fit(产品适应性)了解ENTRY AND EXPANSION DECISION MODEL(进入和扩张决策模型，第237页)掌握依托营销（Piggyback Marketing）的定义：The manufacturer using the piggyback arrangement does so at a cost that is much lower than that required for any direct arrangement. Successful piggyback marketing requires that the combined product lines be complement. They must appeal to the same customers, and they must not be competitive with each other.掌握许可贸易（licensing）的定义:Licensing can be defined as a contractual arrangement whereby one company(the licensee) makes an asset available to another company(the licensing) in exchange for royalties, license fees, or some other form of compensation. The licensed asset may be a patent, trade secret, or company name.其中，Franchising is a form of licensing了解Joint Ventures（第247页）了解市场扩张战略（5 MARKET EXPANSION STRATEGIES）:1.Strategy one: concentrates on a few segments in a few countries.2.Strategy two: country concentration and segment diversification3.Strategy three: country diversification and market segment concentration4.Strategy four: country and segment diversificationChapter nine了解全球战略联盟的三个特点：1.The participants remain independent subsequent to the formation of the alliance2.The participants share the benefits of the alliance as well as control over the performance ofassigned tasks.3.The participants make ongoing contributions in technology, products, and other key strategicareas.了解全球战略同盟的六个特性（attributes）（第265页）在日本，战略联盟被称为综合商社在韩国，战略联盟被称为财阀Chapter ten掌握影响产业竞争的五种力量（Forces Influencing Competition in a Industry）：1.Thread of new entrants2.Rivalry Among Existing Competitors3.Bargaining Power of Suppliers4.Bargaining Power of Buyers5.thread of Substitute Product or Services掌握新加入者的五种威胁（thread of new entrants）：1.Economies of scales(规模经济)2.Product differentiation(产品差异性)3.Capital requirements(资本要求)4.Switching costs(转换成本)5.Access to distribution channels(获取分销渠道的途径)/doc/1312473186.html,ernment policy(政府政策)7.Established firms may also enjoy cost advantages independent of the scale economies(老公司享有的与规模经济无关的成本优势)掌握Porter’s basic thesis(Porter’s diamond): four national attributes of a nation shape the environment in which local firms compete.波特钻石理论中认为决定一国本地公司竞争环境的四大特征：①factor condit ions②demand conditions③related and supporting industries④firm strategy, structure, rivalryAnd two influencers: Governments and chance其中，了解要素来源（factor conditions）的分类1.Human resources2.Physical resources3.Knowledge resources4.Capital resources5.Infrastructure resources掌握要素资源的类型1.Basic versus advanced factors（基本要素与高级要素）2.Generalized（通用要素是前提条件）versus specialized factors（专门要素是企业真正竞争要素的来源）掌握创造竞争优势的一般战略：1.Broad market strategy 大市场战略Cost-Leadership Advantage（成本领先）Differentiation（差异化）2.Narrow target strategies（缩小目标范围）Focused differentiation （差异专注）Cost focus（成本专注）了解日本人创新性竞争的策略：/doc/1312473186.html,yers of advantage （优势层）2.Loose bricks（松动的砖头）3.Changing the rules（改变规则）4.Collaborating（合作）5.Hypercompetition （超级竞争）CHAPTER11了解产品含义（了解产品属于哪类）Local products(本土产品)：A local product is available in a portion of a national market. National products（国家产品）: A national product is one that, in the context o a particular company is offered in a single national market.International products(国际产品): international products are offered in multinational,regional markets.Global products（全球产品）：global products are offered in global markets了解产品与品牌的不同（了解334页的全球品牌的特征--------地球图）A global product differs from a global brand in one important respect: it does not carry the same name and image from country to country.掌握产品定位（product positioning）的定义：product positioning is a communications strategy based on the notion of mental "space": positioning refers to the act of locating a brandin customers' minds over and against other products in terms of product attributes and benefits that the brand does and does not offer.掌握产品定位的一般策略（general strategies for positioning products）1.attribute or benefit （属性与性能）2.Quality/price（质量价格）/doc/1312473186.html,e/user （使用和使用者）4.High-tech positioning （高科技定位）5.High-touch positioning （高感性定位）掌握产品设计的四个因素（Product design considerations）Global market need to consider four factors when making product design decision:1. Preferences （偏好）2. Cost （成本）3. Laws and regulations（法律法规）4. Compatibility（兼容性）5. Labeling and instructions （标签以及用法说明）了解原产国的态度的（coo：country of origin）定义：Country of origin (often abbreviated to COO), is the country of manufacture, production, or growth where an article or product comes from. There are differing rules of origin under various national laws and international treaties掌握产品地理扩张的主要策略（5个）Strategy1:product/communication extension(dual extension) Strategy2:product extension/communication adaptationStrategy3:product adaptation/communication extensionStrategy4:dual adaptationStrategy5:product invention理解公司的三个阶段（How to choose a strategy）1.cave dweller.（洞穴居住着）2.Naive nationalist（天真的国家主义者）3.Globally sensitive（全球性敏感者）了解新产品开发的几层含义（New products in global marketing）:Newness can be assessed in t h e c o n t e x t o f t h e p r o d u c t i t s e l f,t h e o r g a n i z at i o n,a n d t h e m a r ke t.1.an entirely new invention or innovation2. a line extension3.newness may also be organizational4.an existing product that is new to a company may be new to a particular market了解新产品开发的几个步骤：1.Identifying new-product ideas2.New-product development location3.Testing new products in national marketsCHAPTER 12掌握环境对定价决策的影响（Environmental influences on pricing decisions）1.Currency fluctuations（货币的不稳定性）2.Exchange rate clauses（汇率条款）3.Pricing in an inflationary environment（在通货膨胀的环境里定价）/doc/1312473186.html,ernment controls and subsidies（政府控制和补贴）/doc/1312473186.html,petitive behavior （竞争行为）6.Price and quality relationships（价格与质量的关系）掌握全球定价目标及战略（Global pricing objectives andstrategies）1. 掌握市场撇脂（Market skimming）定义：the market skimming pricing strategy is a deliberate attempt to reach a market segment that is willing to pay a premium price for a product.2. 掌握渗透式定价（Penetration pricing）定义：penetration pricing uses price as a competitive weapon to gain market position.3. 掌握市场保持（Market holding）定义：the market holding strategy is frequently adopted by companies that want to maintain their share of the market.4. 掌握成本加成价格升级Cost plus/price escalation掌握价格升级的定义：Price escalation is the increase in a product’s price as tr ansportation, duty, and distributor margins are added to the factory price.掌握灰色市场（Grey market goods）条件和定义定义：gray market goods are trademarked products that are exported from one country to another, where they are sold by unauthorized persons or organizations.条件：The marketing opportunity that presents itself requires gray market goods to be priced lower than goods sold by authorized distributors or domestically produced goods.了解倾销(Dumping) 定义：Dumping is an important global pricing strategy issue.了解转移定价（TRANSFER PRICING）的定义：transfer pricing refers to the pricing of goods and services bought and sold by operating units or divisions of a single company.了解几种转移定价的方法：The alternatives are(1)cost-based transfer pricing,(2).market-based transfer pricing（目的基于市场竞争需要的转移定价）Market-based transfer price了解定义：a market-based transfer price is derived from the price required to be competitive in the international market.(3).negotiated prices.掌握三种定价策略（GLOBAL PRICING-THREE POLICY ALTERNATIVES）1.Extension/ethnocentric2.Adaptation/polycentric3.Invention/geocentricCHAPTER 13掌握分销渠道（Channel of distribution）的定义：Channel of distribution American marketing association defines channel of distribution as"an organized network of agencies and institutions which, in combination, perform all the activities required to link producers withusers to accomplish the marketing task."掌握分销(marketing channels)的目的: The purpose of marketing channels is to create utility for customers.掌握渠道的效用：The major categories of channel utility are place (the availability of a product or service in a location that is convenient to a potential customer);time(the availability of a product or service when desired by a customer);form(the product is processed, prepared, and ready to use and in proper condition);and information(answers to questions and general communication about useful product features and benefits are available).了解两种渠道：1.Direct involvement2.Indirect involvement掌握影响渠道因素（CHANNEL OBJECTIVES AND CONSTRAINTS）1. customers characteristics2. products characteristics3. middlemen characteristics4. environment characteristics掌握中间商（Middleman characteristics）的定义：Channel strategy must recognize the characteristics of existing middlemen. Middlemen are in business to maximize their own profit and not that of the manufacturer. They are notorious for cherry picking.了解cherry picking的定义：that is, the practice of taking orders from manufacturers whose products and brands are in demand to avoid any real selling effort for a manufacturer’s products that may required push.DISTRIBUTION CHANNELS:TERMINOLOGY AND STRUCTURE 掌握消费品（CONSUMER PRODUCTS）的主要渠道1.DOOR-TO-DOOR SELLING2.MANUFACTURER-OWNED STORE3.FRANCHISE OPERATIONS/doc/1312473186.html,BINATION STUCTURES掌握工业产品（INDUSTRIAL PRODUCTS）的主要渠道1.M-manufacturer2. W-wholesaler3. MSF-manufacturer's sales force4. D or A-distributor or agentCHAPTER 14掌握全球广告的定义：Global advertising is the use of the same advertising appeals, messages,art, copy, photographs, stories, and video segments in multiple-country markets.了解global advertising content: the extension versus adoption debate了解选择广告代理商的主要因素：In selecting an advertising agency, the following issues should be considered: Company organization, Area coverage, Buyer perception.CHAPTER 15（重点看选择题）掌握几种主要的促销方式（GLOBAL PROMOTION）Advertising（广告）Public Relations and Publicity （公共关系与公众度）Personal selling （个人推销）Sales promotion (营业促销)Direct Marketing（直复营销）Trade Shows and Exhibitions（贸易展示和展会）Sponsorship Promotion （赞助促销）了解公共关系的主要作用：foster goodwill and understanding among constituents both inside and outside the company.还有宣传的特征:Publicity is a nonpaid form of communication (unearned media)掌握推销(personal selling)的定义: personal selling is two-way,personal communication between a company representative and a potential customer as well as back to the company. 掌握推销的主要过程:The selling process is typically divided into several stages:prospecting, preapproaching, aaproaching, presenting, problem solying, handing objections, closing the sale, and following up.了解SALES PROMOTIONTrade promotions are designed to increases productavailability in distribution channels.了解DIRECT MARKETINGThe use of direct marketing is growing rapidly in many parts of the world due to increased use of computer databases, credit cards, and toll-free numbers, as well as changing life-styles.了解TRADE SHOWS AND EXHIBITIONSTrade shows and exhibitions are other promotion vehicles that are increasingly important in the promotional mix, especially for industrial products and in the international marketplace.了解SPONSORSHIP PROMOTION特点：Sponsorship can be used to increase awareness and esteem, to build the brand identification, to enhance the brand’s positioning and sales,and to circumvent advertising restrictions in some countries.。
市场营销(双语教程)Chapter 5 Segmentation, Targeting and Positioning
5.1.4 Market-Segmentation Procedure
1. Survey Stage The researcher conducts exploratory interviews and focus groups to gain insight into customer motivations, attitudes, and behavior. Then the researcher prepares a questionnaire and collects data on attributes and their importance ratings, brand awareness and brand ratings, product-usage patterns, attitudes toward the product category, and respondents’ demographics, geographics, psychographics, and media-graphics. 2. Analysis Stage The researcher applies factor analysis to the data to remove highly correlated variables, and then uses cluster analysis to create a specified number of maximally different segments. 3. Profiling Stage Each cluster is profiled in terms of its distinguishing attitudes, behavior, demographics, psychographics, and media patterns, and then each segment is given a name based on its dominant characteristic.
第五章 定位战略
• 分析教辅材料上的两个案例各运用了哪 些细分标准?
4.How to select target market
• Target market(p265):A set of buyers sharing common needs or characteristics that the company decides to serve. • Evaluating market segments: segment size and growth, segment structural attractiveness, and company objectives and resources.
why • 1). Buyers are too numerous,too widely scattered,and too varied in their needs and buying practices. 2). Instead of scattering their marketing efforts (the “shotgun” approach), they can focus on the buyers who have greater purchase interest (the “rifle” approach.)for competitive advantage .
3. Major segmentation variables for consumer markets
• Table 7.1 (p252) • The is no single way to segment market. A marketer has to try different segmentation variables, alone and in combination, to find the best way to view the market structure.
【市场营销英文版】08Market Segmentation and Targeting1
Market Segmentation
Markets can be huge and diverse entities made up of individuals. Since individual wants and needs tend to differ, trying to mass market to a whole market often is inefficient. Costing too much time and money, and hurting profit potential. Therefore, a company should focus or target specific groups or segments of individuals to enhance profit opportunities.
Market Targeting
Types of Targeting Decisions: • Single-segment concentration • Selective specialization • Product specialization • Market specialization • Full market coverage
Market Segmentation
Some will argue that mass marketing is better, because lower overall production costs are achieved. Lower expenses then leads to higher profits.
However, unless almost everyone is buying your product/service, the lower expenses will not necessary mean higher profits.
市场营销课件Marketsegmentation,targeting,andpositioning课
Market segmentation:
Levels of market segmentation
• Each customer have his or her different needs and wants, so ideally sellers might design a separate marketing program individually
• Many companies are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, or cities.
• Other companies are seeking to cultivate as-yet untapped territory.
Mass marketing
Segment marketing
Niche marketing
Compleeting
• Mass marketing:
➢For most of the 1900s, major consumer products companies held fast to mass marketing
Demographic segmentation
• Demographic segmentation is the most popular method to segment the market
• There are several variables to conduct demographic segmentation
• Niche marketing
市场营销学 第三版 第五章 消费者市场细分 英文版
fresh breath
Great taste
Whse behaviour
The degree of brand loyalty in a market is a useful basis for segmenting customers. Consumers can by loyal to brands, stores, and companies. According to their degree of loyalty, the buyers can be divided into several groups: completely loyal, somewhat loyal, or shoeing no loyalty to any bread. Companies should be careful when using brand loyalty in their segmentation strategies. Marketers must examine the motivations behind observed purchase patterns.
First, enhance profits Second, examine growth opportunities and expand their product lines
Why
Segmenting customer markets
criteria
Behavioural 行为细分 Psychographic 心理细分 Profile variables 基本细分
Market segmentation, targeting and Positioning
市场细分, 目标市场选择与定位
Targeting and Positioning(瞄准 和 定位)
TUTORIAL
1. What options exist for organisations when target marketing and how do they choose which segments to go for? 2. Do the positioning exercise for the US breakfast cereals markets.
Positioning/ re-positioning
• • • • • RE-POSITIONING STRATEGIES Change in buyer attitudes Change in buyer preferences Current position inappropriate New market developments & opportunities Merger & acquisition activity
Promotion objectives and positioning – a perceptual map
Positioning
Remember it is the customer who positions the brand/product or service and NOT the the company. • Functional approach - A rational approach - Objective/actual – use of facts • Expressive approach - An image based approach - Subjective/personal – use of emotions
POSITIONING STRATEGIES
市场营销 网络时代的超越竞争 第4版 第五章 实施STP营销战略
市场细分的依据有几种
消费者偏好的类型：
同类型消费者偏好
分类型消费者偏好
群集型消费者偏好
市场细分的依据有几种
1、同类型消费者偏好（Homogeneous Preferences） 2、分散型消费者偏好（Diffused Preferences） 3、群集型消费者偏好（Clustered Preferences）
三、消费者市场细分的变量
细分消费者市场可使用不同的变量，这些变量可分为两大类。 一类是反映消费者特征的变量，包括人口特征、地理特征、心理特征 等变量； 另一类是反映消费者对产品的反应，即反映消费者行为特征的变量， 包括消费者与市场的密切程度、使用数量、购买时机与频率追求利益和 忠诚程度等。 下表列举的是消费者市场细分常见变量（见表5-1）。
心理变量 行为变量
个性 社会阶层 生活方式 消费者与市场的密切
程度
外向、内向 白领、蓝领、金领 传统型、新潮型、节俭型、奢靡型、严肃型、活泼型等 常规消费者、初次消费者和潜在消费者
使用数量 购买时机 追求利益
大量使用者市场、中量使用者市场和少量使用者 平常、周末、节日 经济型、时尚型、实用型等
案例5-2 人口变量：2021年中国钟表行业消费者画像
内容提示：
对于营销经理来说，在分析完消费者的购买行为之后，下 一步应该是实施营销战略的过程。
随着消费需求差异化的不断发展，企业无法为市场内所有 的顾客提供最佳服务。因此，企业要识别自己能够有效服务的 最具吸引力的细分市场，也需要在目标市场中树立自己的独特 优势，即STP营销。
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Tutorial 5 - Week 5: Segmentation, Targeting & PositioningMULTIPLE CHOICE1. A (n) ____________ entails selecting one segment of a market to target, andfocuses on understanding the needs, motives, and satisfactions of themembers of that segment, as well as on developing a highly specializedmarketing mix.a. universal product strategyb. undifferentiated targeting strategyc. concentrated / niche targeting strategyd. multi-segment targeting strategye. product differentiation strategy2. Fisher-Price makes toys for children. Their target marketing strategy would bebest described as:a. Undifferentiatedb. Family life cyclec. Concentrated or niched. Unitarye. Nonexistent3. Product positioning is the process of:a. Finding the correct location for retail productsb. Creating the desired image of the firm’s product with respect to itscompetitorsc. Pricing the product at a competitive leveld. Competing with competitors products in the retail storee. Finding the right place in the channel of distribution4. The market attempts to convince customers that a brand is significantlydifferent from others and should therefore be demanded or competing brands ina. Cannibalizationb. Perceptual marketingc. Psychographic targetingd. Niche targetinge. Product differentiation5. If SingTel broke their target market up into smaller groups based on the ageand location of her customers, which two segmentation variables is SingTel adopting?(a) Geography and demographics(b) Geography and psychographics(c) Geography and temporal(d) Psychographics and demographics6. Which of the following is a not a criteria for successful market segmentation?(a) Targetability(b) Substantiality(c) Measurability(d) Accessibility(e) Responsiveness7. Which of the following best describes the characteristics that a market musthave?a. Consumers with the ability, willingness, and power to buyb. Consumers, a medium of exchange and products they desirec. People or organizations, needs and wants, ability and willingness to buy.d. People or organizations, unmet needs or wants and products or servicesthat satisfy those unmet needs or wantse. Consumers, communication, financial, and capital resources8. A group of individuals or organizations sharing one or more characteristicsthat cause them to have relatively similar product needs is called.a. market universeb. market segmentc. aggregated marketd. segmentation basee. population sample9. _____ is the process of dividing a market into meaningful groups that arerelatively similar and identifiable.a. Perceptual mappingb. Positioningc. Micromarketingd. Market samplinge. Market segmentation10. The purpose of market segmentation is to:a. reduce the market down to a specific size that the firm can handleb. divide the market into equal size and profit regions for sales territoriesc. group a large number of markets together enabling a company to servethem simultaneouslyd. develop a generalized definition of the market as a wholee. enable the marketer to tailor marketing mixes to meet the needs of one ormore specific groups11. Ferrari has segmented their market on the basis of income and personality.These two segmentation variables are grouped under the broader classification(s) of:a. Demographicsb. Psychographicsc. Geographicd. demographics and psychographicse. demographics and product usage12. You would expect to find more winter clothing in Japan than in Singaporedue to ______________segmentation.a. Geographicb. Economicc. Demographicd. Benefitse. Psychographic13. A firm using a (n) ____________ essentially adopts a mass-marketphilosophy, viewing the world as one big market with no individual segments, and serves it with only one marketing mix.a. multi-segment targeting strategyb. universal product strategyc. concentrated or niche targeting strategyd. undifferentiated targeting strategye. product differentiation strategyTRUE/FALSE1. A market segment is defined as the group of people to whom a marketer sellsits products. T/F2. One reason marketers use market segmentation as a tool is that oncecompleted, the process need not be repeated. T/F3. Large companies like Coca-Cola do not practice segmentation because theirproducts are targeted at the mass market. T/F4. A segmentation plan must produce segments that exhibit responsiveness. Inother words, if all customers are equally concerned about protecting the environment, there is no need to offer regular and all-natural versions to the segment. T/F5. Geography, psychographics, and benefits sought are examples of possiblesegmentation variables used by marketers. T/F6. The positioning of any product is developing a marketing mix to influencepotential customers’ overall image of the product, whether the perception is factual or perceived. T/FSHORT QUESTIONS1. Name and describe the four criteria to segment markets.2. What is asegmentation base (or segmentation variable)? Name four of the common segmentation bases used by marketers to segment consumer markets. Give an example for each.3. Identify and briefly describe the positioning strategy used by NYP4. Toyota Co. has two brands of cars, Toyota & Lexus. Identify the targetingstrategy used by the company.。