Semester Spring 2020

Assessment date 28.04.2020

Course Principles of Marketing Management
Course Code MKT 300
Section F3
Assessment Individual Assignment 1
Assessment weight 8%
Faculty Name Dr. Emira Limani

To be completed by the student

Student Name : Lulwa alhajri Student ID : 32072

Grading Scheme
Question Earned Points Max. Points Question Earned Points Max. Points
Q1
Q2
Q3
Q4
Q5
Q6
Q7
Q8
Q9
Q10

Total Earned Points Total Available Points Instructor Signature

100
 Match the following keywords with the correct definitions in the table below and provide
one example of a company/product that applies each strategy. (10 points each)
 Geographic Segmentation
 Loyalty Status
 Micromarketing
 Psychographic Segmentation
 Differentiated marketing
 Sought benefit
 Concentrated marketing
 User Rate
 Usage Status
 Demographic Segmentation
 Undifferentiated marketing

# Definition Strategy Example

1 The strategy that divides the market into groups Demographic McDonald’s
based on variables such as age, gender, family segmentation
size, family life cycle, income
2 The strategy that divides buyers into different Psychographic Walmart
groups based on life styles segmentation

3 The strategy that divides the market into Geographic Winter gears for
different geographical units such as nations, segmentation cold regions.
regions, states, countries, or cities
4 The strategy that is based on designing products Concentrated Harley Davidson
to target specific individuals or locations Marketing Bikes

5 The strategy that targets a large share of one or Concentrated Rolls Royce
few segments marketing

6 The strategy that targets several different market Differentiated IKEA

segments and designs separate offers for each marketing

7 The strategy that targets the whole market with Undifferentiated Tooth Paste
one offer marketing

8 The strategy that classify customers as non- Usage status Mobile

users, potential users, first-time users, regular Applications
users, or ex-users of a product
9 The strategy that classify customers as heavy, User rate Medical Clinics
medium or light users are examples of

1 The strategy that divides customers into groups Occasional Christmas

0 who buy in certain occasions Segmentation/ Gifts/Chocolates
Differentiated
Marketing
2
3