Description
Grading Rubric
Check Your Understanding:
1.
Define Targeting and, why do markers use it?
2.
SWOT analysis is used a lot in marketing. What makes it so powerful?
3.
What are some considerations to sizing a market?
4.
Think of a favorite company. Create a simple perceptual map along side of a few of it’s competitors.
5.
If you were to create a perceptual map for the product category of watches, what attributes should you include to illustrate both the similarities and differences among the brands?
Mini-Case Positioning Fast Food (Chapter 5)
1.
Characterize these companies’ positions in the marketplace from your best estimates as to the customers’ perceptions. In which cell does each exist in the positioning matrix?
2.
Would the two chains see each other as competitive threats?
3.
What could either do to make its business (profitability) even stronger?
