POLYTECHNIC COLLEGE OF LA UNION (PCLU), INC.

(Formerly PAMETS COLLEGES)

Don Pastor L. Panay Sr. Street, San Nicolas Sur,
Agoo, La Union 2504

NAME: _____________________________________
DATE:______________________________
COURSE&YEAR:_____________________________ SCHEDULE:
_________________________

I. Categorize the different variables to its corresponding segment consumer markets.

Neighborhoods special occasions occupation lifestyle
Usage rate barangays personality income
Social class loyalty status towns race
Nations User status religion

Geographic Demographic

Psychographic Behavioral

II. MODIFIED TRUE OR FALSE. Write True if the statement is correct. If False, underline
the word of phrase that makes in incorrect and write the correct answer on the space provided.

____________________1. Integral Marketing Communications Approach It is the process

of using all forms of promotion to achieve maximum
communications impact while maintaining a consistent image
for the products or services.
____________________2. Market segment is a set of actual and potential buyers of a
product.
____________________3. Market segmentation is dividing the market into district groups
who might require separate products and/or marketing mixes.
____________________4. Market Positioning is evaluating each segment’s attractiveness
and selecting one or more of these market segments in which to operate
one’s business.
____________________5. Top of mind is a term used to identify what makes the product
or service different from other.
____________________6. Competitive advantage is the product’s advantage over
competitors, which is gained by offering greater value either by offering
lower prices or providing more benefits to justify higher prices.
____________________7. The senior market is also known as the gold market or third-age
Tourism.
____________________8. Joint decision-making families plan trips with the longest
period of time and make use of the widest range of information sources
____________________9. It is substantial if the The company has enough resources and
commitment to enable effective penetration of the identified segment to
ensure effective positioning.
____________________10. The market segment is cohesive if the marketer is able to
estimate the size and potential spending of the members of
the market segment.

III. ESSAY: Briefly answer the following questions:

1. Briefly explain the three (3) steps to target marketing. (5 points)

2. Differentiate the following (10 points):
a. Undifferentiated marketing
b. Differentiated Marketing
c. Concentrated Marketing

3. Give two reasons, descriptions or factors that affect the following types of market (10 points)
a. Family market b. Youth Market
c. Senior Market d. Mice Market/Business Tourism

4. Why is it that a tourism product is not for all? (5 points)

Good luck and God Bless!

Prepared by: Ms. Sunshine M. Dela Cruz