Examlex
Mini Case 9- 1
A group of investors are thinking of starting a for- profit institution to be called Heaven University. They have identified a small segment of society that is displeased with the high cost of HECS or upfront fees and is willing to forego all social and sporting extracurricular activities in order to get an inexpensive, quality education in three years. The university investors will advertise nationally. Its target audience is individuals between 18- 40 years of age, who have either never undertaken a University degree or who failed to complete a degree commenced within the last ten years. The investors want to attract students who are currently working at a job with which they are dissatisfied. Heaven will only offer three degree programmes, which cannot be modified to individual student needs. Research has shown that these are degrees that this market segment repeatedly seeks. Students can earn their degrees over the Internet and only have to attend a one- week seminar on campus twice a year.
-Refer to Mini Case 9- 1. The investors discovered there was a segment of the population who was being passed over for promotions because they lacked a University degree. These people had always assumed getting a degree was impossible because they did not have the time to attend classes. What kind of segmentation variable BEST identifies this segment?
Strategic Management Planning
The process of defining an organization's strategy, making decisions on allocating resources to pursue this strategy, and ensuring the alignment of company goals with strategic direction.
Environmental Scanning
Involves the process of collecting, analyzing, and using information about trends, events, and relationships in an organization's external environment to assist in planning.
Strategic Marketing Process
A systematic approach to planning, executing, and evaluating marketing strategies to achieve business goals.
Planning Phase
The initial stage in a project or strategy development where objectives are set, and resources are allocated.
Q7: In the context of approaches to leadership,
Q9: According to a study reported in your
Q37: Which of the following traits of a
Q38: In terms of geographic dispersal, which of
Q43: Which of the following is the primary
Q47: The purpose of marketing research is to
Q66: Unlike beliefs, attitudes are highly volatile entities
Q84: All business- to- business customers are large.
Q87: The data collection phase of marketing research
Q96: Jinny, a technical assistant at TechCare Inc.,