Chapter 6

https://moodle.mcny.edu/pluginfile.php/1050938/mod_assign/introattachment/0/Chapter%206%20PPT.pptx?forcedownload=1

1.Describe the steps in market segmentation, targeting and positioning

2.Identify and explain the six characteristics market segments should possess

3.Identify the four basic types of bases (measures) for market segmentation developed by Frank, Massy, and Wind and briefly give examples of each

4.Describe the four strategic choices for how to target segments

Chapter 7

https://moodle.mcny.edu/pluginfile.php/1050940/mod_assign/introattachment/0/Chapter%207%20Branding.pptx?forcedownload=1

1.Explain both sides of the argument for and against branding in a nonprofit

2.What are the reasons that British researchers believe that nonprofits do so well on the trust dimension?

3.Identify the steps to building a brand.

4.What are the detailed elements of building a brand?