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    Principles of Marketing Tutorial 7

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    Principles of Marketing Tutorial 7

    Uploaded by

    omniaa.hussein18
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    Copyright:

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    Download as pptx, pdf, or txt
    10 views19 pages

    Principles of Marketing Tutorial 7

    Uploaded by

    omniaa.hussein18

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 19

    Principles of MARKETING

    TUTORIAL WEEK 11
    PRINCIPLES OF
    OMNIA HUSSEIN
    MARKETING
    TUTORIAL AGENDA

     By the end of this class, students should be able to:


     Discuss the consumer decision process.
     Elaborate factors affecting search process
     Apply the discussed concepts in different
    activities/exercises.
    INTRODUCTORY QUESTION

    Discuss the Segmentation, Targeting, and


    Positioning (STP) Process
    Source: https://iu.pressbooks.pub/mktgwip/chapter/5-2-the-stp-process-steps-1-and-2/
    METHODS FOR DESCRIBING MARKET SEGMENTS
    IN-CLASS ACTIVITY

    Segment a market of a jet


    skis company that is planning
    to hit the 2023 summer
    season in terms of the
    segmentation methods or
    basis we have just discussed.
    EXAMPLE

    Airbnb
    Segmentation,
    Targeting &
    Positioning
    APPLY

    Evaluate Airbnb Segment


    Attractiveness.
    DISCUSSION QUESTION

    Give example on
    each.

    As a marketer,
    how to select a
    Target Market.
    DISCUSSION QUESTION

    When you hear the word positioning in the


    marketing context, how do you interpreted it
    (i.e. positioning the product in the market)?

    It’s simply entails positioning the


    product in the customer’s mind.
    DISCUSSION QUESTION

    Discuss the Positioning Methods, giving


    examples.

    • Value.
    • Salient Attributes.
    • Symbols.
    • Competition.
    POSITIONING USING PERCEPTIONAL MAPPING
    CHAPTER10: MARKETING RESEARCH

    Discuss the marketing research process


    QUESTIONS

    What is the key advantage of primary data?

    a. It is less expensive than secondary data.


    b. It is readily available.
    c. It is collected to address a specific research question.
    d. It is recently collected.
    f. It can be sold by firms.
    Answer: C
    QUESTIONS

    Which step is considered crucial to the marketing research process


    because it identifies the question that must be answered?

    a. Setting objectives and research needs.


    b. Designing the research project.
    c. Collecting data.
    d. Analyzing and interpreting the data.
    e. Developing and implementing the action plan.
    Answer: E
    QUESTIONS

    Which of the following is not a criterion that must be met when


    evaluating segment attractiveness?

    a. Substantial
    b. Reachable
    c. Defined
    d. Responsive
    e. Profitable
    Answer: C
    A firm’s value proposition communicates the benefits received from the
    product or service by customers. Therefore, the value proposition
    provides the customer with which key piece(s) of information?

    a. The price of the good or service


    b. Where to buy the good or service
    c. How to use the good or service
    d. Reasons to buy the good or service
    e. All of these are correct.
    Answer: E
    Thank you, see you next
    tutorial 

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