Module 3

Customer/Consumer Behavior,
Marketing Segmentation—Target Marketing—Positioning
Discussion/Review Questions
(Your objective is to show that you understand the concept of what was
asked in the question. Your answer can be brief.)

1) If a restaurant referred to their customers as guests (as hotels do), do you feel that it
could impact employees’ attitudes toward the importance taking care of them (page 3)?
2) What are the two objectives of the Customer Analysis (page 3)?
3) What is the most important goal of the marketing planning (page 3)?
4) This question has been asked before, but what are the three main objectives of
marketing (page 3)?
5) Apply the five steps in the Customer Decision Process to the selection of a destination
for your next vacation.
6) Explain the concept of Choice Sets (page 7).
7) Explain the logic behind STP marketing: Market Segmentation, Target Marketing and
Positioning. “Briefly,” what happens at each step of the process?
8) What are the four bases of segmentation? After reviewing slides 12 to 22, briefly explain
the reason for each one—one sentence or a brief paragraph for each is fine.
9) Why would it be important for a hotel marketer to know something about customer
loyalty (how often they stay at your hotel relative to competing hotels) for some of your
business’ target markets (page 22)?
10) What are the four requirements for Target Marketing (page 23)? Overall, why are these
requirements important?
11) Why is Positioning so important in the practice of marketing (page 24)?
12) What is the Value Proposition (page 25)?
13) What are the three major categories of Competitive Advantages for positioning
statements?
14) What is a Positioning Statement and why is it important?
15) Why is it generally not a good idea for a restaurant to have something for everyone (i.e.,
target a mass market).
16) What roles do product attributes play in the positioning process? Do you think that an
attribute that is common to several companies/brands can be part of a successful
positioning strategy?
17) Think about the definition of Position—the image of your products and services in the
customer’s mind relative to competitors. Choose a hotel that you know something about,
then generally identify some of what you think are its target market segments (e.g.,
individual business travelers, tourists, conventions, social, military, education, religious,
fraternal, sports). Select one of the target markets, then discuss either: 1) how you think the
business has effectively positioned (differentiated) itself for that market or 2) if you think
that this hotel has not effectively positioned (differentiated) itself for that market.
18) Select a restaurant in Flagstaff, identify a target market in Flagstaff other than students
(e.g., teenagers, business people, nurses, doctors, retail workers construction workers,
scientists/engineers, tourists, etc.), then suggest some changes to their product mix (i.e.,
their menu) that might attract more of this segment to the restaurant.