The core of an intro marketing or MBA marketing course: the marketing mix, segmentation and positioning, consumer behaviour, strategy frameworks, product, branding and pricing. For business students and people starting a marketing job.
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How markets are split into segments, which segments a firm chooses to serve, and how a brand claims a clear place against competitors.
43 total questions
Card #1
Market segmentation
Card #2
Target market
Card #3
Positioning
1. A salt producer sells one product in one pack with one national ad campaign aimed at everyone. Which targeting strategy is this?
2. A hotel group runs a budget brand, a mid-range brand and a luxury brand, each with its own pricing and advertising. Which targeting strategy is this?
3. A small firm makes only climbing shoes for serious rock climbers and puts its whole budget into that one group. Which targeting strategy is this?
1. Ries and Trout wrote that positioning is not what you do to a product, but what you do to the ___ of the prospect.
Hint: Where the position is held
2. A semi-fictional profile of a typical customer in a segment, with a name, goals and frustrations, is called a buyer ___.
Hint: Seven letters
3. The best-known commercial psychographic system, developed at SRI International, is called ___.
Hint: Values and Lifestyles
