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Learning Goal: I’m working on a marketing question and need an explanation and answer to help me learn.
1- Is it necessary to use a unique positioning strategy for each market segment targeted by an organization?
2- Under what circumstances may it not be possible to break up a product–market into segments?
3- What are the dangers of using an incorrect segment formation scheme?
4- Discuss the considerations that should be evaluated in targeting a macro-market segment whose buyers’ needs vary versus targeting three microsegments within the macro segment.
5- Select a product and discuss how the size and composition of the marketing program might require adjustment as the product moves through its life cycle.
6- Discuss the relationship between the positioning concept and positioning strategy.
7- Select a product type product–market (e.g., ice cream). Discuss the use of functional, symbolic, and experiential positioning concepts in this product category.