JOU 165 • Take Home Test #2
Chapters 4-7
50 Points • Due Friday October 22, Midnight

Rules:

1. Your main source for this test is the book, but you are free to use outside sources or our lecture. Please cite any outside sources (besides your book) at the end of the paper (you can choose the citation style: MLA, APA, etc.)

2. You can use fellow classmates.

3. The test must be written 100% by yourself. That means you can talk about the answers with a classmate, but when you sit down to write it has to be all yours. If it is too similar to another classmate's, I either won't take them or make both students redo it with new questions, depending on how similar they are.

Length: About 2-3 double-spaced pages per answer.

Answer TWO of these questions:

1. (Chapter 4) You're interviewing for a job at an advertising firm. They want to make sure you know your stuff. The pose a question: what are the four major categories for segmenting different consumers? Are there certain segments within each category that are good to target, or does it depend on certain factors?

2. (Chapter 7) You work for marketing for Michelin tires. They are trying to figure out how to market their new Tweel tires. Your boss wants to know the different between Top-Down and Bottom-Up marketing, how you would proceed for each one, and which you recommend.

3. (Chapter 6) Dahl's grocery store is thinking about a store redesign and wants to learn more about who their customers are and what they want in their store. For example, how far away are they coming from, how much on average do they spend, where do they get their coupons, and how they could improve the layout of the store. They've asked you to come up with 4 possible research techniques: two quantitative and two qualitative. Describe them, list the pros and cons of each, and give your opinion on how the research should be done.