 | Review Questions
(See related pages)
- How does the concept of shared characteristics relate to the market segmentation process?
- How could you use VALS to develop the marketing strategy for a product of your choice?
- How does the segmentation of business markets differ from that of consumer markets?
- Why is it so important to define the target market?
- What is the difference between a product and a product concept?
- What are some examples of product positioning not discussed in this chapter?
- What implications does the stage of a product in its life cycle have on the marketing strategy a company uses?
- What factors influence the price of a product?
- How do the basic methods of distribution affect advertising?
- What product characteristics encourage heavy advertising? Little advertising? Why?
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