market segmentation result Essay Dissertation Help

QUESTIONS:
1. Based on Table 1 (market segmentation result), create a table in which you name each segment and describes its characteristics.
2. Pick any one online shopping site or digital app and evaluate its quality based on eQUAL (see the class PPTs).
3. When a self-driving car is commercialized for ordinary drivers (people predict it might take about ten years until then), (a) which pricing strategy,
penetration or skimming, would you recommend? (b) And why? Defend your position.
4. Discuss about the risks of pricing higher than the internal reference price.
5. Using Table 2 (average data of 15 brands x 10 attributes), (a) create a positioning map, (b) put the overall mean (mean of all attributes per brand) on each
brand, and (c) discuss which brands are expected to be close to the best ideal points.
6. (a) Find the revenue graph of any one product category covering the first year to now (the graph may show the world’s revenue or one country’s revenue) and (b)
discuss which strategy, offensive or defensive, should be used for the product category.
7. Pick any one brand and suggest into which “two” new product categories the brand can be extended (i.e., brand extension).
8. From a brand equity perspective, marketing activities are divided into brand-building and brand-hurting activities. Discuss “any one” brand-building marketing
activity other than price, store image, distribution intensity, ad spending, and price deals.
9. Discuss the reasons of the increase in sales for decrease in ad spending in Ackoff and Emshoff’s (1962) V effect.
10. Pick any one company’s income statement (2015 or 2016) and calculate marketing ROS, net marketing contribution, and marketing ROI. Show the procedure.

Table 1. Market Segmentation of Online Superstore “gotitall.com”

Guaranteed fast warehouse processing time. That means a short period of time from when the order is confirmed until the shipping company has picked up the item.
Partnership with UPS with space in the warehouse. Once order is boxed; it goes immediately to shipping department which is run by UPS.
Table 2. Brand Positioning Mean Scores and Dimension Coordinates
Mean scores (B = Brand and A = Attribute) ALSCAL
BRAND A1 A2 A3 A4 A5 A6 A7 A8 A9 A10 DIM1 DIM2
B1 3.87 3.13 3.52 3.78 2.61 4.00 3.04 3.13 2.91 2.43 0.974 -0.245
B2 3.30 2.39 3.13 2.48 2.09 3.26 2.91 2.96 2.74 2.65 1.150 -0.139
B3 2.80 2.20 2.70 2.30 1.60 2.80 2.40 3.10 2.60 2.30 -0.457 -0.550
B4 2.86 2.86 3.43 2.86 1.86 2.71 2.29 2.00 1.86 1.86 1.419 -0.230
B5 2.53 1.93 2.27 2.27 1.20 2.40 1.93 2.60 2.20 1.73 -0.328 -0.102
B6 3.50 3.14 3.29 3.29 2.79 3.50 3.36 3.43 3.21 2.93 1.272 0.036
B7 4.24 4.00 3.88 4.18 3.82 4.18 3.94 4.00 4.00 3.94 0.222 0.115
B8 3.30 3.15 3.40 3.00 2.30 3.35 3.05 3.30 2.85 2.85 0.554 0.974
B9 2.78 1.79 2.51 2.24 1.51 2.91 2.27 2.50 2.09 1.86 -1.568 0.336
B10 2.40 2.00 2.60 2.33 1.47 2.40 2.40 2.47 2.00 1.93 -1.486 -0.112
B11 2.54 1.82 2.27 1.95 1.49 2.42 2.47 2.43 2.09 1.97 1.545 -0.189
B12 3.57 2.71 2.93 3.00 1.86 3.29 2.86 3.07 2.57 2.14 -0.275 -0.233
B13 3.56 2.36 2.44 2.60 2.72 3.48 3.12 2.96 2.56 2.56 -0.984 -0.003
B14 2.17 2.33 2.67 2.17 2.67 2.50 2.33 2.17 2.00 1.67 -3.658 -0.108
B15 3.12 1.98 2.26 2.31 1.90 2.38 2.40 2.31 2.38 2.05 0.546 -0.390

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