To answer the questions in this assignment use the course textbook only. Make a reference to the textbook at the end of the assignment. If you want to explore other sources to study the topic, you are free to do that separately from this class assignment. 4311 Part 1 of the written assignment 1 (Related to chapters 1 and 2) (SChiffman, Wisenblit , Consumer Behavior , 11th ed. , Pearson , ISBN 9780132544368?)
1. Explain thoroughly each of the following: Segmentation, Targeting, and Positioning
2. What information would you gather to be able to develop a full marketing strategy? The question is asking about information that is needed for segmentation, targeting, and positioning (Including identifying the segments and determining the offerings (4Ps)).
3. How do you combine segmentation, targeting and positioning to come up with a full marketing strategy? Give an example.
4. What are the characteristics of a viable segment worth targeting (effective targeting)?
5. What is behavioral targeting?
6. Describe and explain all bases for segmentation. Be complete and thorough. What is PRIZM, and VALS?
7. Describe and explain each and every type of positioning strategies such as key attribute positioning, positioning against a competitor, umbrella positioning, etc.
8. What is a perceptual map? How do you use it to explain and present your marketing strategy?