Exam 2: Consumer Segmentation and Positioning

One strategy for positioning a follower brand is to separate the brand from the market leader by creating what appears to the customer as a new product category.

Describe what gaps in a perceptual map might represent.

According to marketing experts, positioning is not something you do to a product, it's something you do:

What phenomenon recognizes that as market segmentation increases, sales increase; but as market segmentation increases, costs also increase?

What are the factors that influence, and how do they influence, market segmentation strategy?

Procter and Gamble offers over 10 different diaper products. Unfortunately, many of these products are similar and compete with each other. What is this consequence of segmentation?

What factor is not a relevant influence when choosing between aggregation versus segmentation strategies?

Politicians often market themselves by emphasizing situations in which their opponents exercised poor judgment in an attempt to get voters to change how the opponent is judged. This is an example of what type of positioning?

The four main factors influencing market segmentation strategy are customer preference heterogeneity, the sales-cost trade-off, the majority fallacy, and psychographics.

Which of the following related to positioning is true?

The price segmentation model divides customers into four broad categories based on the customer's "perceived pain" of paying a high price and the "perceived value" of product differentiation. A customer who is in a "Value Segment" is best characterized by which of the following?

The PRIZM segmentation model discussed in your readings is based in what market segmentation strategy?

_____ is the process of dividing the large and diverse market into subsets of consumer who share common needs, characteristics, or behaviors.

For years, Campbell's Soup ran ad campaigns showing chilly kids and parents coming home for lunch to a steaming bowl of soup. This is an example of what type of positioning?

Most pioneer brands position themselves as "standards of comparison."

The VALS System is a segmentation tool that uses behavioral-based segmentation.

"Movers and Shakers," "City Roots," and "Domestic Duos" are:

Which of the following statements demonstrates the formation of a segment based on benefits sought?

Marketers use perceptual maps as a means to display or graph the location of products or brands:

What key factor is overlooked when a manager commits the majority fallacy?