Exam 9: Market Segmentation, Targeting and Positioning

Dove beauty soap has used a consistent message in its advertising for many years. "Dove is not a soap," consumers are informed, "it's a moisturiser." Which of the following BEST describe Dove's positioning strategy?

When a market segment can be reached in terms of advertising and distribution, this is known as:

Generally, marketers who desire to give their products or brand a "personality" must be prepared to make rather strong, explicit statements in order to be sure that the desired personality is clearly communicated. What practical problems are likely to attend such efforts?

Which of the following is an example of a psychographic segmentation variable?