THIS EXAM MUST BE DONE ON YOUR OWN!! IF YOU HAVE QUESTIONS DO NOT ASK CLASSMATES CAL ME.
MIDTERM EXAM – MKT 359
All answers must be typed using Times New Roman Font. The questions must be included on your paper. All answers MUST be written using college level critical thinking skills. (5 points)
Ceja Vineyards: Marketing to the Hispanic Wine Consumer?
- What has made Ceja Vineyards successful to date? Discuss both favorable and unfavorable factors. (15 points)
- How likely is it that Ceja will be able to maintain its differentiation strategy in the future? Explain why or why not. (10 points)
- What is the greatest challenge for Ceja Vineyards in the next 5-10 years? Be specific and explain why. (10 points)
- What segmenting dimensions (behavioral, geographic, and demographic) will you use to identify and describe potential target markets for Ceja Vineyards? Justify your choices. (15 points)
- Using the segmenting dimensions you described in question 4, describe in detail four potential target markets for Ceja Vineyards. (10 points)
- Develop screening criteria using both qualitative and quantitative factors to evaluate the attractiveness of potential target markets for Ceja Vineyards. How will you measure the success of a segment? (15 points)
- Make a recommendation to the owners of Ceja Vineyards on how they should move forward. (20 points)
PAGE 89 in the PDF attached
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