Module 3 – Consumer Analysis, Market Segmentation, and Market Coverage
Module 3– Consumer Analysis, Market Segmentation, and Market Coverage (Chapters 6-9)
Q1. Describe and discuss the cultural factors that influence the purchase of the product/service. (Ch. 6)
Q2. Describe and discuss the social factors that influence the purchase of the product/service. (Ch. 6)
Q3. Describe and discuss the personal factors that influence the purchase of the product/service. (Ch. 6)
Q4. Describe and discuss the psychological factors that influence the purchase of the product/service. (Ch. 6)
Q5. Explain how potential global markets will be evaluated for potential entry. (Ch. 8)
Q6. Discuss the most likely mode or modes of global market entry (Ch. 8)
Q7. Describe the variables (demographic, psychographic, or behavioral) used to segment the firm’s target markets (Ch. 9)
Q8. Explain how the firm evaluates the attractiveness of each identified market segment. (Ch. 9)
Q9. Should the firm pursue full market coverage, market specialization, product specialization, selective specialization, or single-segment concentration? (Choose one and omit the others) (Ch. 9)
Q10. Explain the needs that are met for each of the firm’s target markets. (Ch. 9)
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