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116) Assume you are the marketing consultant for your university, which wants to focus its
marketing efforts on retention of current students. You have a choice of segmenting the
undergraduate student market on either a geographic or psychographic basis. What is the
difference between the two? Which would you recommend, and why?
117) Assume you are the marketing consultant for your university, which wants to focus its
marketing efforts on recruiting new students. You have a choice of segmenting the
undergraduate student market on either a demographic or benefit basis. What is the difference
between the two? Which would you recommend, and why?
118) Choose a fast-food restaurant chain that does business in your area. Describe the company's
target market, and explain how its marketing mix is designed to appeal to this target market.
119) Develop a lifestyle segmentation scheme for students at your university, and label and
describe three segments. You can think of this as developing your own version of the VALS tool,
but specifically for college students.
120) Marketers find psychographics a valuable segmentation approach. What are some of the
limitations of psychographic segmentation and what can marketers do to offset those limitations?
121) The text states that "geodemographic segmentation can be particularly useful for retailers."
Use a local retailer to describe how geodemographic segmentation could be useful.
122) Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant
could employ loyalty segmentation.
123) Kim's Kayak Tours identified active retirees living in the retirement community nearby as
one of her potential target markets. She knows she can tailor her service and marketing message
to the schedules and interests of this audience. How will Kim evaluate the attractiveness of this
segment?
124) Jared is looking to expand his lawn-mowing business and wants to evaluate the profitability
of a potential new market. The area he is looking at has 400 homes and Jared estimates that 10
percent of them would be likely to use his service. He charges $25 per mowing and on average
customers mow their lawns 20 times a year. Jared estimates the variable costs to expand his
business will be $5 per mowing and his fixed costs are $2,000. How much profit would Jared
make on this new segment?
125) Segment profitability asks marketers to consider segment size, segment adoption
percentage, purchase behavior, profit margin percentage, and fixed costs. Select three of these
five elements and explain where marketers will find solid quantifiable information to make the
calculations.
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126) Ronaldo is developing an Internet auction-based business. After establishing his objectives,
describing potential market segments, and evaluating the attractiveness of each segment,
Ronaldo now has to choose which target market to focus his efforts on. What factors should
influence his decision?
127) Create a positioning strategy for your school's business program. How do you want
potential students to view your program?
128) UPS, FedEx, and the United States Postal Service are three major competitors in the private
package delivery market. Choose one of the three firms and describe its positioning efforts.
129) You are the marketing manager of a company that sells indoor lighting fixtures. When
developing the company's positioning strategy, you choose to position the company's offerings
against the offerings of your competitors. What would you expect your competitors to do?
130) Imagine that you are a marketing executive at a toothpaste manufacturing company. How
would you create and use a perceptual map? What positioning criteria might you use in creating
it?
131) In a perceptual map of two dimensions, how are these dimensions determined?
132) Segmentation, targeting, and positioning involve a number of processes, many decisions,
and many different options. With all that effort, why are marketers so concerned with STP?
133) Imagine that you are a marketing executive for a company that manufactures office
supplies, including pens and pencils. What type of marketing strategy would you consider for
these products, and why?
134) Create an example of geodemographic segmentation.
135) Your business is best described as an entrepreneurial start-up venture with limited
resources. It sells basketball sneakers for women. Describe the marketing strategy that is most
beneficial for your company.
136) Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the
question, "Are there enough employees in the government center to justify targeting the center
for lunch delivery service?"
137) Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks
the question, "Are private food service companies allowed to deliver pizzas on the military
base?"
138) Which of the segmentation attractiveness criteria is assumed by the statement, "Build it, and
they will come"?
139) Why do marketers often use perceptual maps when developing positioning strategies?
140) List the steps in the segmentation, targeting, and positioning process.
141) As the marketing manager of your firm, you are responsible for evaluating segments based
on their attractiveness. Identify the five criteria and explain how your firm would use this
information to determine if a segment is worth pursuing.
142) Identify two methods used in segmenting markets and give an example of a situation where
each might be used.
143) Isabella is the marketing manager of a company that manufactures salt. How can Isabella
use a differentiated targeting strategy?
144) Evaluate why a company would use a micromarketing strategy versus an undifferentiated
strategy.
145) A laptop manufacturer is considering designing and marketing a left-handed laptop, with
the keyboard rearranged to better suit left-handed people. The CEO is left-handed, and has
pointed out to senior management that over 10 percent of the population is left-handed. It will be
expensive to design this new model, so the laptop manufacturer wants to make sure that this is an
attractive segment. For each of the five criteria of segment attractiveness, list a question the
laptop manufacturer will want to consider in evaluating the attractiveness of "left-handed laptop
users" as a segment.
146) Write a value proposition for your favorite restaurant.
147) Social networking sites that compete directly with Facebook have a difficult time surviving;
however, LinkedIn has survived by focusing on the needs of business professionals, who seek to
network with colleagues, share their expertise, post online résumés, and look for new jobs. Write
a value proposition for LinkedIn.
148) Healthcare Options markets health-care aids such as walkers, crutches, and portable oxygen
tanks. It is located in a large city with branches in neighboring suburbs. It needed to determine if
one of its stores was profitable or if it should close it. What is the formula for determining
profitability?
