ID : 201-51-011

Name : Md.Zayed Iqbal Fahim

Gmail : zayed51-011@diu.edu.bd
Ans to the question
1. Ans:Segmentation, Targeting and positioning.
2. Ans: The study is not complete without and object.
3. Ans: Behavioral Segmentation.
4. Ans: Cross Segmentation marketing.
5. Ans: False

Part-||

Ans : A

A marketing strategy that focuses on targeting a specific set of customers, retaining them by
meeting their needs, and using metrics to measure their satisfaction.
Being customer-driven in your marketing (and really, in every aspect of your customer’s
journey) creates loyalty, because you repeatedly show them that you care about their needs.

Example :

McDonald’s Store Overhaul

In addition to upgrading its store interiors for a more sophisticated look, McDonald’s introduced
digital self-order kiosks and table service in late 2016, in order to cut queue times for customers.

Hershey’s Happygrams

Hershey’s Happygrams was a real-time social media campaign that ran in Manila in 2015. The
brand monitored tweets that expressed frustration and unhappiness, and responded with
personalized messages called Happygrams; a microsite was also set up for internauts to create
and share their own Happygrams.

Coca-Cola’s #ShareACoke Campaign

In 2011, Coca-Cola replaced the traditional Coke logo on one side of their bottles, with the
phrase “Share a Coke with”, followed by a person’s name. Initially launched in Australia, the
campaign grew in popularity and was eventually rolled out to 80 markets worldwide, and
brought back in different reiterations over the next decade
Ans : C

Ans: There are many ways to segment a market, but not all segmentations are effective. For
example, buyers of table salt could be divided into black and brown hair customers. But hair
color obviously does not affect the purchase of salt. Furthermore, if all salt buyers bought the
same amount of salt each month, believed that all salt is the same, and wanted to pay the same
price, the company would not benefit from segmenting this market.

Measurable 

The size, purchasing power, and profiles of the segments can be measured. Certain segmentation
variables are difficult to

measure. For example, there are approximately 30.5 million lefthanded people in the United
States, which is nearly the entire population of Canada. Yet few products are targeted toward this
left-handed segment. 

Accessible

The market segments must be effectively reached and served. Suppose a fragrance company
finds that heavy users of its brand are single men and women who stay out late and socialize a
lot. Unless this group lives or shops at certain places and is exposed to certain media, its
members will be difficult to reach.

Differentiable

The segments are conceptually distinguishable and respond differently to different marketing
mix elements and programs.

If men and women respond similarly to marketing efforts for soft drinks, they do not constitute
separate segments.