NỘI DUNG THẢO LUẬN CHỦ ĐỀ 4: THẢO LUẬN Thảo luận yếu tố mà chuyên gia tiếp thị cân nhắc lựa chọn chiến lược phân khúc mục tiêu? Nêu tên mô tả dạng hành vi mua hang người tiêu dung, dạng nạo nhiều khả xuất mua điện thoại di động? BÀI TẬP THỰC ĐỊA: Chia nhóm môn học thực nghiên cứu đề bài: phát triển sản phẩm/dịch vụ (tự chọn) nên thực chiến lược marketing lấy khách hàng làm trung tâm, mô tả tuyên ngôn định vị? CÂU HỎI TRẮC NGHIỆM: a b c d e With only limited exception in certain commodities, mass marketing today is limited because the world’s mass markets have slowly splintered into a profusion of unidentifiable markets confused markets small segments international markets disarray Even though several options are available at any one time, there is to segment a a b c d e market one single best way no single way the most effective way the least-cost way a most popular way The oldest form of segmentation localizes products and services to meet local market demands This approach is referred to as segmentation a b c d e geographic benefit end-use customer image One common segmentation approach divides the market according to the owners’ race, occupation, income, and family life cycle This segmentation approach uses VALS benefits end-uses demographics psychographics a b c d e When Burger King targets different groups—from children and teens to adults and seniors—with different ads and media, it is practicing segmentation demographic age and life cycle psychographic behavioral end-use a b c d e 10 Marketers must be careful to guard against when using age and life cycle segmentation underestimating stereotyping traditional marketing cultural bias discrimination a b c d e 11 This common and popular form of segmentation has long been used in clothing, cosmetics, toiletries, and magazines a age and life cycle b gender c behavior d psychographic e geographic 12 a b c d e Income segmentation is used to target the affluent middle class lower income class all of the above none of the above 13 This type of segmentation centers on the use of the word when, such as when consumers get a b c d e the idea to buy, when they actually make their purchase, or when they use the purchased item What marketers call this? behavioral psychographic occasion impulse emergency 14 Markets can be segmented into light, medium, and heavy users of a product This method of a b c d e segmentation is called user status usage rate benefit behavior product frequency 15 Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, a b c d e and regular users of a product This method of segmentation is called user status usage rate benefit behavior product frequency 16 By studying its less loyal buyers, a company can detect which brands are most a b c d e with its own competitive used often overlooked similar complementary 17 Business marketers use several variables that are not used to segment consumer markets a including all of the following EXCEPT operating characteristics b c d e purchasing deadlines situational factors personal characteristics purchasing approaches 18 a b c d e Almost every company serves business markets no many international local some 19 Within a given target industry and customer size there are several different bases, but many a b c d e marketers believe that and benefits provide the best basis for segmentation demographics psychographics VALS buying behavior concentration of buyers 20 SembCorp Holdings segments its foreign markets by their overall level of common language, a b c d e religions, and values This firm segments on what basis? political factors legal factors benefits sought cultural factors natural factors 21 When the size, purchasing power, and profiles of business market segments can be a b c d e determined, they are said to possess the requirement of being measurable accessible substantial actionable observable 22 When a business market segment is large or profitable enough to serve, it is termed a measurable b accessible c substantial d actionable e observable ... against when using age and life cycle segmentation underestimating stereotyping traditional marketing cultural bias discrimination a b c d e 11 This common and popular form of segmentation... the purchased item What marketers call this? behavioral psychographic occasion impulse emergency 14 Markets can be segmented into light, medium, and heavy users of a product This method of a b c