market segmentation result

QUESTIONS: 1. Based on Table 1 (market segmentation result), create a table in" rel="nofollow">in which you name each segment and describes its characteristics. 2. Pick any one onlin" rel="nofollow">ine shoppin" rel="nofollow">ing site or digital app and evaluate its quality based on eQUAL (see the class PPTs). 3. When a self-drivin" rel="nofollow">ing car is commercialized for ordin" rel="nofollow">inary drivers (people predict it might take about ten years until then), (a) which pricin" rel="nofollow">ing strategy, penetration or skimmin" rel="nofollow">ing, would you recommend? (b) And why? Defend your position. 4. Discuss about the risks of pricin" rel="nofollow">ing higher than the in" rel="nofollow">internal reference price. 5. Usin" rel="nofollow">ing Table 2 (average data of 15 brands x 10 attributes), (a) create a positionin" rel="nofollow">ing 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 poin" rel="nofollow">ints. 6. (a) Fin" rel="nofollow">ind the revenue graph of any one product category coverin" rel="nofollow">ing 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 in" rel="nofollow">into which “two” new product categories the brand can be extended (i.e., brand extension). 8. From a brand equity perspective, marketin" rel="nofollow">ing activities are divided in" rel="nofollow">into brand-buildin" rel="nofollow">ing and brand-hurtin" rel="nofollow">ing activities. Discuss “any one” brand-buildin" rel="nofollow">ing marketin" rel="nofollow">ing activity other than price, store image, distribution in" rel="nofollow">intensity, ad spendin" rel="nofollow">ing, and price deals. 9. Discuss the reasons of the in" rel="nofollow">increase in" rel="nofollow">in sales for decrease in" rel="nofollow">in ad spendin" rel="nofollow">ing in" rel="nofollow">in Ackoff and Emshoff’s (1962) V effect. 10. Pick any one company’s in" rel="nofollow">income statement (2015 or 2016) and calculate marketin" rel="nofollow">ing ROS, net marketin" rel="nofollow">ing contribution, and marketin" rel="nofollow">ing ROI. Show the procedure. Table 1. Market Segmentation of Onlin" rel="nofollow">ine Superstore “gotitall.com” Guaranteed fast warehouse processin" rel="nofollow">ing time. That means a short period of time from when the order is confirmed until the shippin" rel="nofollow">ing company has picked up the item. Partnership with UPS with space in" rel="nofollow">in the warehouse. Once order is boxed; it goes immediately to shippin" rel="nofollow">ing department which is run by UPS. Table 2. Brand Positionin" rel="nofollow">ing Mean Scores and Dimension Coordin" rel="nofollow">inates 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