Integrated Lesson

THE SAM is the portion of the SOM that would realistically buy our products or services.

• TRUE

• FALSE

Beliefs, Values, Hobbies & Lifestyles are variables of the following Segmentation Criteria:

• Demographic

• Ethnographic

• Behavioral

• Psychographic

The Porter's 5 Forces are:

Factor Conditions, Demand Conditions, Relating & Supporting Industries, Firm Strategy & Rivalry

• TRUE

• FALSE

When asking the following question: Why do a prospect should buy from you? refers to:

• Target Market

• Serviceable Obtainable Market

• Value Proposition

• Segmentation Strategy

Inspire Brands, worldwide owner of Dunkin's Donuts, has these other brands:

• Jack in the Box & Wingstop

• KFC & Pizza Hut

• TGI Friday's & The Cheesecake Factory

• Sonic & Arbys

Comparing your company's results with the others in your industry is:

• Piggybacking

• Benchmarking

• Downtrading

• Targeting

Marketing Positioning should always be defined from the Customer's point of view Not from the Business's point of view

• TRUE

• FALSE

This L'Oreal "Acido Hialurónico" campaign use this Positioning Strategy

• Product Attributes and Benefits

• Product Quality

• Product Price

• Above Competitors

This source of Competitive advantage is based on constant uniqueness and novel use of technology (Google) and design (Dyson)

• Innovation

• Brand Loyalty

• Scale

• Proprietary Information

The statement: "Just Because you can identify a segment doesn't mean you can reach the customers in it" refers to:

• Benefits of Effective Market Segmentation

• Potential Drawbacks of Market Segmentation

• Potential Strenghts of Market Segmentation

• Market Sizing calculation critera