SEGMENTATION, TARGETING, AND POSITIONING

1. What are the various segmentation methods?

2. What is a perceptual map?

3. Identify the six positioning steps.

4. How do Benefit Segmentation group
consumers?

5. How do Demographic Segmentation group
consumers?

6. How do Geographic Segmentation classify
consumers?

7. What basis do Geographic Segmentation use
to organize customers?

8. Explain how Behavioral Segmentation works.

9. Describe Psychographic Segmentation.

10. What does VALS stand for? Explain what it
entails.

MARKETING RESEARCH

1. What are the steps in the marketing
research process?

2.
What is the difference between data and information?

3.
What is the difference between internal and external secondary research?

4.
What are the types of qualitative research?

5. What are the types of quantitative
research?

6.
What are the advantages and disadvantages of primary and secondary research?

7.
Under what circumstances is it ethical to use consumer information in marketing
research?

8.
What challenges do technological advances pose for the ethics of marketing
research?

9.
Describe what is understood by Data.

10.
What type of research is Experimental Research?

11.
What does Marketing Research consist of?

12.
What type of research is Panel Research?

13.
What is known as Scanner Research?

14.
You have does a few of these already. Describe what is Survey?

15.
What type of Data is Syndicated Data?

PRODUCT, BRANDING, AND PACKAGING DECISIONS

1. Explain the three components of a
product.

2. What are the four types of consumer
products.

3. What is the difference between product mix
breadth and product line depth?

4. Why change product mix breadth?

5. Why change produce line depth?

6. How do brands create value?

7. What are the components of brand equity?

8. What are the differences between
manufacturer and private-label brands?

9. What is co-branding?

10. What is brand repositioning?

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