Exam 8: Market Segmentation, Targeting, and Positioning

A market-product grid is

Which of the following is an example of a multiple products, multiple market segments strategy?

Why would an organization produce a single product or service and then attempt to sell it to two or more market segments?

Which of the following is a criterion used for selecting a target market?

What are the segmentation bases for U.S. organizational (business) markets?

Define product positioning. What are two approaches to product positioning? Give an example of each approach.

A market-product grid is a framework to relate

The segmentation strategy used by Prince Sports today is

The axes on a perceptual map are

Retail store type and usage rate are both variables used to employ ________ segmentation.

One approach to positioning a new product in a market is ________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.

Which of the following is not a reason to segment a market?

The Walt Disney Company carefully markets two distinct Winnie-the-Poohs; one is the original line-drawn figure (e.g., on fine china sold at Nordstrom) and the other is a cartoon-like Pooh (e.g., on polyester bed sheets sold at Target). This is an example of

A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products is referred to as

The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as

There are five key steps in segmenting and targeting markets, which link market needs of customers to the organization's marketing program. List these five key steps.

Figure 8-8 -Figure 8-8 shows is a depiction of a ________ for beverages in the minds of adults.