Marketing 11 Chapter 6.1 (pp. 132-136) Name _____________________________ The Levels of Market Segmentation I. Provide and learn the following definitions (1): Market ______________________________________________________________________ Mass Customization ___________________________________________________________ II. Answer the following questions in your own words. Provide details (8). 1. Identify the four conditions that must be present for a market to exist. (2) 2. Explain the difference between mass marketing and market segmentation. (2) 3. Explain the concept of niche marketing. What are the risks associated with being a niche marketer? (2) 4. Explain the concept of direct segmentation (individual segmentation). What are the costs and benefits of this form of segmentation? (2) 1 Marketing 11 Chapter 6.1 (pp. 132-136) III. Name _____________________________ Application questions (13). 1. Find some examples of niche marketing in your community. Briefly explain the strategies used by these companies. (3) 2. Divide the following markets into segments on the basis of categories of products within the market. Identify three major brands in each subcategory and the differential advantage of each. (10) a) Coffee b) Deodorant 2 Marketing 11 Chapter 6.1 (pp. 132-136) Name _____________________________ c) Laundry Detergent d) Soft Drink e) Cereal Total ____________ / 22 points 3