11 Questions
What are the different courses of action in the ANSOFF growth matrix?
Market penetration, Market development, Product development, Diversification
What are the main macro segmentation variables for consumer markets?
Geography, Demography
What does the term 'positioning' refer to in the context of marketing strategy?
Choosing a position in the market through giving the product specific characteristics
List the different growth strategies for current products and new products.
For current products: Market penetration, Market development. For new products: Product development, Diversification
What are the characteristics of good market segments according to the STP-analysis?
Homogenous preferences within segments, Heterogenous preferences between segments, Demand differences between segments, Accessible, Stable, Substantial
What are the five steps in strategy development according to the text?
Develop a GOAL, Set the OBJECTIVES, Select MAJOR MARKET / SEGMENT, Set POLICY: COURSES OF ACTION, ASSEMBLE & IMPLEMENT
What are the facets of marketing strategy discussed in the text?
Product range strategy, Selling and distribution strategy, Promotional strategy, Pricing strategy
What does the 'Marketing goals' entail according to the text?
Statements of purpose / Mission statement, General guideline for employees, Usually rather general and abstract statement e.g. 'Become a leading brand worldwide'
What are the components of the strategic context discussed in the text?
Purpose, Values, Standards and Behaviours
Who are the authors and contact details for the course 'Food marketing and consumer behaviour - Marketing Strategy'?
Prof. dr. ir. Wim Verbeke, dr. Christine Yung Hung, ir. Fien Minnens, [email protected], [email protected], [email protected]
Five steps in strategy development?
- Develop a Goal. 2. Set the objectives. 3. select MAJOR market/ segment 4. Set policy: courses of action 5. Assemble och implement
Test your knowledge on the five steps in strategy development for food marketing, including setting goals, selecting market segments, and implementing policies. This quiz covers the essential concepts of marketing strategy in the context of consumer behavior and food marketing.
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