SEGMENTATION, TARGETING, AND POSITIONING
1. What are the various segmentation methods?
2. What is a perceptual map?
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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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