Question 1

Which of the following is representative of a company that is in the stage of identifying segmentation bases?

Accepted Answer

A) Clothing Unlimited realizes that the more retail formats it develops to reach different market segments, the more apparel and accessories it can sell. 
B) A company conducts a SWOT analysis to establish what its strengths and weaknesses are and what opportunities and threats exist. 
C) A company sells turbo air conditioners to consumers residing in areas with an average daily temperature of 40 degrees Celsius. 
D) La Senza Girl does not sell through the Internet but has a straightforward plan for reaching girls between 7 and 14 years of age. 
E) An apparel company caters to three different segments: tweens, fashionable young women,
And conservative middle-aged women. 
A) Clothing Unlimited realizes that the more retail formats it develops to reach different market segments, the more apparel and accessories it can sell. 
B) A company conducts a SWOT analysis to establish what its strengths and weaknesses are and what opportunities and threats exist. 
C) A company sells turbo air conditioners to consumers residing in areas with an average daily temperature of 40 degrees Celsius. 
D) La Senza Girl does not sell through the Internet but has a straightforward plan for reaching girls between 7 and 14 years of age. 
E) An apparel company caters to three different segments: tweens, fashionable young women,
And conservative middle-aged women.

Question 2

A credit card company issues a special card only to those customers who spend more than $500,000 a year on its other cards.This is an example of:

Accepted Answer

A) geographic segmentation. 
B) benefit segmentation. 
C) gender segmentation. 
D) income segmentation. 
E) psychographic segmentation. 
A) geographic segmentation. 
B) benefit segmentation. 
C) gender segmentation. 
D) income segmentation. 
E) psychographic segmentation.

Question 3

The concept of being "reachable" as a prerequisite for market segmentation refers to the fact that:

Accepted Answer

A) the customers in the segment should react similarly and positively to the firm's offering. 
B) segments should be accessible to the firms through persuasive communications and product distribution. 
C) segments should be distinct from one another for the firm to be able to design products or services to meet their needs. 
D) segments and their buying power should be high enough to generate substantial profits. 
E) segments should overlap each other to a great extent to facilitate the easy support of marketing mix activities. 
A) the customers in the segment should react similarly and positively to the firm's offering. 
B) segments should be accessible to the firms through persuasive communications and product distribution. 
C) segments should be distinct from one another for the firm to be able to design products or services to meet their needs. 
D) segments and their buying power should be high enough to generate substantial profits. 
E) segments should overlap each other to a great extent to facilitate the easy support of marketing mix activities.

Question 4

Which of the following types of segmentation groups consumers based on the benefits they derive from products or services, their usage rate, their user status, and their loyalty?

Accepted Answer

A) differentiated segmentation 
B) behavioural segmentation 
C) geodemographic segmentation 
D) undifferentiated segmentation 
E) concentrated segmentation 
A) differentiated segmentation 
B) behavioural segmentation 
C) geodemographic segmentation 
D) undifferentiated segmentation 
E) concentrated segmentation

Question 5

Explain the concept of positioning.

Accepted Answer

Positioning is the mental picture or per

Question 6

John is well-educated and smart, and has been promoted twice this year.He believes that success is defined by the amount of money you make and is proud to own a luxury car, live in a sprawling home on a six-acre estate, and is only seen wearing Gucci suits.John prefers to remain single as his career comes first.Within the VALS framework, John would best be classified as a(n):

Accepted Answer

A) maker 
B) believer. 
C) experiencer. 
D) striver. 
E) achiever. 
A) maker 
B) believer. 
C) experiencer. 
D) striver. 
E) achiever.

Question 7

Explain the concept of PSYTE cluster profiles.

Accepted Answer

PSYTE cluster profiles, developed by Com

Question 8

Competition-based positioning emphasizes the psychological meaning of the brand to consumers.

Accepted Answer

A) True 
 B)False

Question 9

Tommy's Own introduces snacks with different flavours for Asia and Europe.This is an example of:

Accepted Answer

A) geographic segmentation. 
B) benefit segmentation. 
C) demographic segmentation. 
D) loyalty segmentation. 
E) psychographic segmentation. 
A) geographic segmentation. 
B) benefit segmentation. 
C) demographic segmentation. 
D) loyalty segmentation. 
E) psychographic segmentation.

Question 10

A company conducts a SWOT analysis to establish what its strengths and weaknesses are and what opportunities and threats exist before it moves into a more mature market.Which stage of the Segmentation-Targeting-Positioning process is the company currently in?

Accepted Answer

A) identifying and developing a positioning strategy 
B) establishing an overall strategy or objectives 
C) identifying segmentation bases 
D) evaluating segment attractiveness 
E) selecting a target market 
A) identifying and developing a positioning strategy 
B) establishing an overall strategy or objectives 
C) identifying segmentation bases 
D) evaluating segment attractiveness 
E) selecting a target market

Question 11

Which of the following determines consumers' preference for a company's products or brands?

Accepted Answer

A) segmenting 
B) positioning 
C) publicity 
D) targeting 
E) demographics 
A) segmenting 
B) positioning 
C) publicity 
D) targeting 
E) demographics

Question 12

Explain how the psychographic system VALS classifies customers.

Accepted Answer

VALS classifies consumers into eight seg

Question 13

Psychographics are relatively more subjective than demographics and, therefore, they make it easier to identify potential customers.

Accepted Answer

A) True 
 B)False

Question 14

Sturdy International sells its helmets to everyone in the market.There are no different strategies or products for different groups.This is an example of:

Accepted Answer

A) differentiated segmentation. 
B) behavioural segmentation. 
C) geodemographic segmentation. 
D) undifferentiated segmentation. 
E) concentrated segmentation. 
A) differentiated segmentation. 
B) behavioural segmentation. 
C) geodemographic segmentation. 
D) undifferentiated segmentation. 
E) concentrated segmentation.

Question 15

An up-and-coming businessman buys a certain brand of apparel.This brand is associated with the image of an individual who values exclusivity and sportiness, which is the kind of person the businessman would like to be.This is an example of:

Accepted Answer

A) self-concept. 
B) ideal point. 
C) self-value. 
D) lifestyle. 
E) self-morals. 
A) self-concept. 
B) ideal point. 
C) self-value. 
D) lifestyle. 
E) self-morals.

Question 16

A tattoo artist creates tattoos according to the customer's specifications.This is an example of:

Accepted Answer

A) brand repositioning. 
B) positioning. 
C) perceptual mapping. 
D) mass marketing. 
E) micro marketing. 
A) brand repositioning. 
B) positioning. 
C) perceptual mapping. 
D) mass marketing. 
E) micro marketing.

Question 17

Avis is a car rental company.It promotes itself with the punchline "Avis is only No.2 in rent-a- cars, so why go with us? We try harder." When Avis tries to create an image in the mind of the customer that it tries harder than the No.1 rental company to fulfil the demands of customers, it is using:

Accepted Answer

A) brand repositioning. 
B) positioning. 
C) perceptual mapping. 
D) mass marketing. 
E) micro marketing. 
A) brand repositioning. 
B) positioning. 
C) perceptual mapping. 
D) mass marketing. 
E) micro marketing.

Question 18

The first tagline hints at the product attribute of luxury and comfort while travelling."Suite on the roads" is an example of a:

Accepted Answer

A) perceptual map. 
B) brand extension. 
C) positioning statement. 
D) line extension. 
E) trademark. 
A) perceptual map. 
B) brand extension. 
C) positioning statement. 
D) line extension. 
E) trademark.

Question 19

La Senza targets several market segments with a different offering for each.Explain what segmentation strategy La Senza is using.

Accepted Answer

La Senza is using a differentiated segme

Which of the following is representative of a company that is in the stage of identifying segmentation bases?

A credit card company issues a special card only to those customers who spend more than $500,000 a year on its other cards.This is an example of:

The concept of being "reachable" as a prerequisite for market segmentation refers to the fact that:

Which of the following types of segmentation groups consumers based on the benefits they derive from products or services, their usage rate, their user status, and their loyalty?

Explain the concept of positioning.

Explain the concept of PSYTE cluster profiles.

Competition-based positioning emphasizes the psychological meaning of the brand to consumers.

Tommy's Own introduces snacks with different flavours for Asia and Europe.This is an example of:

A company conducts a SWOT analysis to establish what its strengths and weaknesses are and what opportunities and threats exist before it moves into a more mature market.Which stage of the Segmentation-Targeting-Positioning process is the company currently in?

Which of the following determines consumers' preference for a company's products or brands?

Explain how the psychographic system VALS classifies customers.

Psychographics are relatively more subjective than demographics and, therefore, they make it easier to identify potential customers.

Sturdy International sells its helmets to everyone in the market.There are no different strategies or products for different groups.This is an example of:

An up-and-coming businessman buys a certain brand of apparel.This brand is associated with the image of an individual who values exclusivity and sportiness, which is the kind of person the businessman would like to be.This is an example of:

A tattoo artist creates tattoos according to the customer's specifications.This is an example of:

Avis is a car rental company.It promotes itself with the punchline "Avis is only No.2 in rent-a- cars, so why go with us? We try harder." When Avis tries to create an image in the mind of the customer that it tries harder than the No.1 rental company to fulfil the demands of customers, it is using:

The first tagline hints at the product attribute of luxury and comfort while travelling."Suite on the roads" is an example of a:

La Senza targets several market segments with a different offering for each.Explain what segmentation strategy La Senza is using.

Developing a Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Understanding the Marketplace Consumer Behaviour

Business-To-Business Marketing

Targeting the Marketplace Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Services the Intangible Product

Transacting Value Pricing Concepts and Strategies : Establishing Value

Value Delivery : Designing the Distribution Channel and Supply Chain Marketing Channels

Retailing and Multichanneled Marketing

Value Communication Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Social and Mobile Marketing

Marketing in the Global Environment Global Marketing

Ethics and Socially Responsible Marketing

Filters

Exam 7: Value Creation Developing New Products

Which of the following is representative of a company that is in the stage of identifying segmentation bases?

A credit card company issues a special card only to those customers who spend more than $500,000 a year on its other cards.This is an example of:

The concept of being "reachable" as a prerequisite for market segmentation refers to the fact that:

Which of the following types of segmentation groups consumers based on the benefits they derive from products or services, their usage rate, their user status, and their loyalty?

Explain the concept of positioning.

Explain the concept of PSYTE cluster profiles.

Competition-based positioning emphasizes the psychological meaning of the brand to consumers.

Tommy's Own introduces snacks with different flavours for Asia and Europe.This is an example of:

A company conducts a SWOT analysis to establish what its strengths and weaknesses are and what opportunities and threats exist before it moves into a more mature market.Which stage of the Segmentation-Targeting-Positioning process is the company currently in?

Which of the following determines consumers' preference for a company's products or brands?

Explain how the psychographic system VALS classifies customers.

Psychographics are relatively more subjective than demographics and, therefore, they make it easier to identify potential customers.

Sturdy International sells its helmets to everyone in the market.There are no different strategies or products for different groups.This is an example of:

An up-and-coming businessman buys a certain brand of apparel.This brand is associated with the image of an individual who values exclusivity and sportiness, which is the kind of person the businessman would like to be.This is an example of:

A tattoo artist creates tattoos according to the customer's specifications.This is an example of:

Avis is a car rental company.It promotes itself with the punchline "Avis is only No.2 in rent-a- cars, so why go with us? We try harder." When Avis tries to create an image in the mind of the customer that it tries harder than the No.1 rental company to fulfil the demands of customers, it is using:

The first tagline hints at the product attribute of luxury and comfort while travelling."Suite on the roads" is an example of a:

La Senza targets several market segments with a different offering for each.Explain what segmentation strategy La Senza is using.

Developing a Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Understanding the Marketplace Consumer Behaviour

Business-To-Business Marketing

Targeting the Marketplace Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Services the Intangible Product

Transacting Value Pricing Concepts and Strategies : Establishing Value

Value Delivery : Designing the Distribution Channel and Supply Chain Marketing Channels

Retailing and Multichanneled Marketing

Value Communication Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Social and Mobile Marketing

Marketing in the Global Environment Global Marketing

Ethics and Socially Responsible Marketing

Filters