FHBM1124 Marketing

TUTORIAL 3
(Chapter 6: Segmentation, Targeting & Positioning)

Section A : Short-Answer Questions

1) Briefly describe the three steps of the market segmentation, targeting, and
positioning process.

2) You have been asked by the marketing director of a large company to analyze the
target marketing strategies. List THREE (3) approaches of target marketing that
you might explore. Explain if it is appropriate to choose any THREE (3)
approaches of the FOUR (4) that we have learnt. If not, why is ONE (1) of them
not appropriate?
3) There are many ways to segment a market but not all segmentations are effective.
What are the five characteristics of useful market segments? Explain each one.

4) Name and describe the four major variables that might be used in segmenting
consumer markets.

Section B: Application Question

1) Indicate an appropriate segmentation variable for the customers of each of the
products below:
(i) Eggs
(ii) Fast food chain
(iii) Shampoo
(iv) Sports shoes