Chapter 6- Market Segmentation, Positioning, and the Value Proposition
1. Review the section—Essentials for Effective Positioning Strategies. As you think about failed General
Motors’ brands like Pontiac and Oldsmobile, which essentials did they fail to meet?
2. What criteria did Mobil Oil Corporation weigh most heavily in its selection of Road Warriors as a target
segment? What do you think will be the biggest source of frustration for Mobil in trying to make this
strategy work?
3. Explain the appeal of emergent consumers as a target segment. Identify a current ad campaign
targeting an emergent-consumer segment.
4. It is often said that psychographics were invented to overcome the weaknesses of demographic
information for describing target segments. What unique information can psychographics provide that
would be of special value to advertisers?
Chapter 7- Advertising Research
1. Focus groups are one of the advertising researcher’s most versatile tools. Describe the basic features
of focus group research that could lead to inappropriate generalizations about the preferences of the
target audience.
2. List the sources and uses of secondary data. What are the benefits of secondary data? What are the
limitations?
3. What is single-source research, and what is its connection to the universal product codes (UPCs) one
finds on nearly every product in the grocery store?
4.Read the article: http://adage.com/article/digital/twitter-advertisers-target-browsing-history/242974/
Do you prefer ads that are targeted to you based on your browser history? Justify why or why not based
on their knowledge from the chapter and article.
