Questions Athena
11 important questions on Questions Athena
Companies classify customers into 4 groups according to their profitability and loyalty; butterflies, true friends, barnacles and strangers. What's the difference?
True friends are profitable and loyal. Strong fit between customer needs and companies offerings.
Barnacles are loyal, but not profitable. Limited fit.
Strangers are not profitable and not loyal. Little fit.
What are the three forms of diversification?
Concentric; new products related to the current products for new markets. E.g. Apple who is going into the smartphone market.
Conglomerate; new products unrelated to the current products, e.g. Samsung who is selling air conditioning.
With integrated growth we distinguish forward, backward and horizontal. What's the difference?
Backward; you increase control of supply systems. E.g. Newspaper companies buying paper mill.
horizontal; you increase control of competition. E.g. Acquisition.
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When analyzing the macro environment, we also have economical forces in which we think about business cycle, buying power and disposal income, discretionary income, wealth and willingness to spend. What's the difference?
Buying power; resources that can be traded.
Disposal income; after-tax income.
Discretionary income; disposal income that is available for spending.
Wealth; past income + natural resources + financial resources.
Willingness to spend; using buying power.
What's the difference between one-to-one marketing, single variable segmentation and multivariable segmentation?
Single variable segmentation is segmentation achieved by using only one variable. This is the simplest type of segmentation, e.g. Income.
Multivariable segmentation is segmentation based on multiple variables, e.g. Gender, age, income.
What's the difference between profiling and descriptors?
Besides the segmentation criteria, e.g. Demographic, geographic etc. You can also base your segmentation on needs or business relations. What's the difference?
Business relations is based on the stage of purchase of usage.
Within your segment you need to find patterns or clusters; homogeneous, cluster or diffused segments. What's the difference?
Cluster segments; your segment contains different groups of different sizes. E.g. Young people, seniors, young adults etc.
Diffused segments; your segment is evenly spread out, e.g. The above in the same size.
What's the difference between a brand name, brand mark, trade mark and trade name?
A brand mark is the symbol or design part of the brand.
The trade mark is the legal designation indicating that the owner has exclusive use of the brand.
The trade name is the exclusive, legal full name of the company
What is brand identity prism?
What's the difference between brand attributes, value, personality and licensing?
Brand values are the emotional benefits
Brand personality are the psychological cues
Brand licensing is about the licensing of the trademark
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