Page 129 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes 5.9 Review Questions

1. What is meant by marketing segmentation? What will be the suitable base for the marketing
of Televisions?

2. A company plans to launch a new brand of summer cool deodorant. How will you segment
the market?
3. Discuss the VALS framework. Give examples.

4. “Target marketing follows market segmentation.” Discuss.
5. Discuss major market segmentation variables for the toothpaste market, highlighting
benefit segments.

6. Discuss the positioning process and approaches. Give suitable examples.
7. Discuss the various options that the marketers have while deciding on targeting a market
segment.

8. Connect marketing strategy and marketing mix.
9. Suppose you are going to start a fast food retailing business. How would you segment the
market and which markets will you target?

10. You are the marketing manager of a large discount store. How would you position your
store in the market? Discuss your positioning strategies.
11. You have recently started a FMCG company and want a robust marketing mix for the
company to tackle fierce competition from major players like HUL and P&G. Keeping this
in mind, design a marketing mix for your company.
12. Examine the various tools for differentiation. Determine how these tools can deliver
practical proportionality in a company.

Answers: Self Assessment

1. Heterogeneous 2. Niche

3. (b) 4. (b)
5. (a) 6. (c)
7. (d) 8. Non-segmented
9. Differentiated 10. True

11. True 12. False
13. True 14. True
15. False 16. True
17. (d) 18. (d)

19. Product 20. Promotion

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