marketing management

BUS 635 Marketing Management

Test 2

This test consists of 5 essay type critical analysis questions. Graduate level analysis of each question is expected. Research is required and a minimum of three references for A level work. A one page analysis for each question is expected. Each question has a value of 20 points for a total of 100 points for the test.

1.  Identify and explain the strategic criteria for targeting segments.

2. Explain what a perceptual map is and what it is used for.

3. What is positioning, and why is it probably the most important aspect of marketing?

4. Explain what a brand personality is, list the different types of personalities, and explain what marketers can do with the personality if it is not working out.

5. What is a global brand and how are global brands rolled out? How can you eliminate the local or regional brand of an acquired company?