Fergana polytechnical institute faculty management in production department "economy" methodological instruction

Fig 5.1



Fig.12
Task 4. Fill in the given block diagram of the segmentation approach in the required order (Fig. 12).
1. Choice of consumer segment.
2. Create an appropriate marketing plan.
3. Determination of the characteristics and requirements of consumers in relation to the goods and services offered by the company.
4. Development of consumer group profiles.
5. Analysis of the similarities and differences of consumers.
6. Determining the place of the company's offer in the market relative to competition.
Fig.13
Task 5. Complete the market segmentation scheme using the components of the scheme below (Fig. 13):
1. Age.
2. Lifestyle.
3. Region.
4. Gender.
5. Personal qualities (individualism or group motivation).
6. Income level.
7. City or countryside.
8. Family size.
9. The degree of need for the product.
10. Population density.
11. Profession.
12. Population.
13. Climate.
14. Search for benefits when buying a product.
Task 6. Indicate what is taken into account when:
a) Demand forecasting;
b) cost forecasting;
c) competition;
Options for choosing:
1. The ratio of sales and prices.
2. General and relative costs.
3. Strengths and weaknesses of competitors.
4. Likely strategies of competitors.
5. Repeat purchase rates,
6. Sales growth rates.
7. Economy of mass production.
8. The level of achievement of payback.
9. Use of appropriate capacities and resources.
10. Seasonality.
11. Ratio of initial and current expenses.
Task 7. Indicate which of the above statements belong to the opponents of promotion, and which - to marketers?
Promotion:
1. Generates the pursuit of material wealth.
2. Generates too high expectations.
3. Reduces prices.
4. In general, is truthful.
5. Keeps expectations high.
6. is dishonest.
7. Too much emphasis is placed on symbolism and status.