Exam 2: Segmentation, Targeting and Positioning

When Qantas offers First Class, Business Class, Premium Economy, and Economy, with different features and amenities for each segment, they are engaged in positioning.

The New York Times' positioning as "All the news that's fit to print" is an example of ________.

Donor Greens do not care about wildlife or environmental issues, so they do not engage in environmentally friendly behaviors or feel guilty about adversely impacting the environment.

When Fage Yogurt emphasizes its yogurt's thickness, which two positioning strategies was it using?

What was the ultimate result of Oldsmobile's repositioning strategy, which tried to shift perceptions of Oldsmobile as an "old folks" car?

Marketers segment some populations on the basis of cultural heritage and ________ because members of the same culture tend to share the same values, beliefs, and customs.

What questions can be answered using predictive analytics?

Education, occupation, and income tend to be closely correlated.

Whether or not consumers need to be informed about a product relates to consumers' ________.

Beyond flavor and the presence or absence of sugar, Nicorette offers a gum that will whiten your teeth while satisfying your nicotine craving and helping you quit smoking. This gum has been positioned on the basis of ________.

Traditionally, the ________ has been the focus of most marketing efforts.

Which of the following is NOT one of the characteristics of an effective target?

Marketers of many products such as soup, laundry detergent, beer, and dog food have found that a relatively small group of heavy users accounts for a disproportionately large percentage of the total product usage. Targeting these heavy users specifically is an example of ________.

Rate of usage is strongly related to two cognitive dimensions: product involvement and ________.

Positioning Bounty, a paper towels brand, as "the quicker picker upper" is an example of ________.

________ is the process by which a company intentionally changes the distinct image and identity that its product or brand occupies in consumers' minds.

Culturally distinct segments cannot be prospects for the same product and can only be targeted efficiently with unique promotional appeals for unique products.

Consumers' characteristics can be classed as either behavioral or cognitive. In this context, cognitive factors are abstract, can be determined only through more complex psychological and attitudinal questioning, and generally have no single, universal definitions. Examples of cognitive factors include ________.

Which of the following is NOT an example of the recent shift in traditional gender roles in product targeting and advertising?

________ consists of looking at merchandise at a physical store, scanning its barcode with smartphones and using these devices to check the items' prices and purchase the items online.