Lecture 2

Question 1

Efficiency vs Effectiveness, 3 options

Answer 1

Mass Market Strategy
Customized Strategy
Segmentation Strategy

Question 2

3) Why Segment?

Answer 2

1. Competitors
2. Different Needs
3. Limited Resources

Question 3

3 criteria for market segmentation? Segments have to be..

Answer 3

1. Distinctive
2. Operational
3. Substantial

Question 4

Segmentation trade offs

Answer 4

Usefulness vs Observability

Question 5

Target Marketing Strategies

Answer 5

1. Undifferentiated Marketing
2. Differentiated Marketing
3. Customized Marketing

Question 6

IPM focuses on

Answer 6

1. Customer Focus
2. Company focus
3. Competitive Focus

Question 7

Vertical Differentiation

Answer 7

Different levels of quality

Question 8

Horizontal Differentiation

Answer 8

Different Categories

Question 9

Draw 5-box positioning

Answer 9

Current belief 
Current Behavior
Consumer Proposition
Desired Belief 
Desired Behavior

Question 10

Perceptual Map

Answer 10

(graph) Competitive position, believed by customers

Question 11

Brand Positioning Statement should include (5)

Answer 11

1. Target Segment
2. Brand Name
3. competitive framework
4. point of differentiation
5. reason why
6. brand character