清华大学 英文版市场营销第七章作业参考

Discussing the Concepts

1.The chapter states that once we divide large, heterogeneous markets into

smaller segments we can reach them more efficiently and effectively. What does that statement mean? Why is this important to the marketer?

Question objective: To reinforce the idea that we segment for logical

reasons.

It means many things to many people, but the primary meaning

revolves around the cost.

Ultimately the cost of communicating efficiently and effectively is of

primary importance to a marketer.

2.Briefly define each of the four sets of primary segmentation variables. If you

could only use one of the four sets of variables to segment prospective students for the “part-time” MBA Program at your university or college, which would it be? Why did you choose this variable?

Question objective: To emphasize that there are different segmentation

variables

•Geographic: dividing a market into different geographic units—city, county , etc.

•Demographic: dividing a market into different groups based a priori variables such as age, income, etc.

•Psychographic: dividing a market into different groups based on social class, lifestyle, personality characteristics, etc.

•Behavioral dividing a market into different groups based on knowledge, attitude, use, or response.

It is likely that more than one segmentation variable will be used, but

in a part-time MBA program, the most important segmentation

variable would be geographic. Most part-time programs generally

have a driving radius of about 20 to 30 miles, and in that radius is

where 90 percent of the students reside.

3.The chapter discusses five requirements for effective segmentation. Suppose

you are a product manager in a regional fast-food restaurant company. You are listening to a presentation on a new sandwich wrap idea (chicken breast and okra), and it is your turn to ask questions. Write five questions that you would ask the person presenting this product idea. Each question should be directed at one of the five segmentation requirements.

Question objective: To focus on the criteria that should be used in

assessing the segment(s).

•How did you measure the size, purchasing power and profiles of the segment? (Measurable.)

•How will you reach this segment effectively and efficiently?

(Accessible.)

•Just how large is this market in annual sales dollars? (Substantial.)

•How have you differentiated this product from others?

(Differentiable.)

•Explain again why you believe we can, and should, do pursue this idea? (Actionable.)

•Discuss why or why not is it a good idea for a small company to adopt a differentiated segmentation strategy.

4.Is it a good idea for a small company to adopt a differentiated segmentation

strategy? Explain.

Question objective: To create an awareness of the separate

segmentation strategies.

No, it is not a good idea for a small company to pursue a differentiated

segmentation strategy. Firms who choose a differentiated segmentation

strategy pursue several markets that require separate marketing

mixes—this is generally not a good idea for a small business with

limited resources.

案例待讨论