Question 1

The one key characteristic that all types of _____ share is that their brand preferences are still under development.

Accepted Answer

A) variety seekers 
B) brand-loyal users 
C) heavy users 
D) emergent consumers 
A) variety seekers 
B) brand-loyal users 
C) heavy users 
D) emergent consumers

Question 2

A campaign is specifically designed to identify those who are emerging in its product market, for many reasons and under many circumstances, and then win them over as first-time users.This campaign is making use of

Accepted Answer

A) competitive fields. 
B) geographic statistics. 
C) geographic segmentation. 
D) point-of-entry marketing. 
A) competitive fields. 
B) geographic statistics. 
C) geographic segmentation. 
D) point-of-entry marketing.

Question 3

One well-known research classification system is VALS, which has identified a number of segments

Accepted Answer

A) based on entirely different traits beyond standard demographics. 
B) created largely by geographic location. 
C) to identify groups of consumers with different product usage rates. 
D) with no particular category as a focus. 
A) based on entirely different traits beyond standard demographics. 
B) created largely by geographic location. 
C) to identify groups of consumers with different product usage rates. 
D) with no particular category as a focus.

Question 4

Psychographics emerged in the 1960s as a new research method, one that would better understand consumer's

Accepted Answer

A) PRIZMs. 
B) SICs. 
C) AIOs. 
D) STPs. 
A) PRIZMs. 
B) SICs. 
C) AIOs. 
D) STPs.

Question 5

Functional benefit positioning does not really give any brand an edge in many well-established product categories, because they all offer the same or similar functional benefits.

Accepted Answer

A) True 
 B)False

Question 6

What does the acronym STP mean?

Accepted Answer

A) Sales, Target, Product 
B) Sell To People 
C) Segmenting, Targeting, Positioning 
D) Sell The Product 
A) Sales, Target, Product 
B) Sell To People 
C) Segmenting, Targeting, Positioning 
D) Sell The Product

Question 7

Brownsworth Brothers Coffee is a mail-order business run by two brothers directly from their Hawaiian plantation.They have targeted heavy users in the past, but they're considering a new focus on college students.They are considering switching target segments even though this group is comprised largely of people who don't drink coffee, or have just started to drink coffee and don't consume anywhere near as much as the heavy users.What are the disadvantages of the heavy-user strategy? What term is used to describe the college students the company is considering targeting? What are the advantages of targeting this new segment?

Accepted Answer

Heavy users of Brownsworth Brothers Coff

Question 8

Scenario 6-2
El Sol sunglasses were designed by an avant-garde artist.She said there were no sunglasses out there that she would wear, so she had to design her own.Her sunglasses were worn by a whacked-out bad guy in a blockbuster movie and, because of this, have acquired a cult following among young teens.Print advertisements are visually sparse-nothing more than a still shot from the movie and a logo for the brand.Eyewake sunglasses were designed by an optician after he realized that conventional sunglasses allowed in certain types of light that promoted eye fatigue.He made 1,000 of his sunglasses and gave 100 of them away to friends and acquaintances.After trying them out for awhile, several of them told him that they really liked them when they had to drive for extended lengths of time.He placed an ad in the back of a tourism magazine, extolling the safety benefit of driving with eyes that weren't fatigued.He promptly sold all of his remaining glasses.Kushyspecs sunglasses were developed after research revealed that a small group of people didn't like wearing sunglasses because most sunglasses left pinch marks on their noses.The company that performed the research developed sunglasses with a soft, cushiony nose piece.Advertisements for Kushyspecs feature the headline "The mark of a good pair of sunglasses is no mark at all."
-(Scenario 6-2) One element that all three of these ad campaigns have in common is that they are all

Accepted Answer

A) employing repositioning. 
B) using geographic segmentation. 
C) relying on emotional differentiation. 
D) targeting a market niche. 
A) employing repositioning. 
B) using geographic segmentation. 
C) relying on emotional differentiation. 
D) targeting a market niche.

Question 9

Even successful marketing strategies for well-known products need to be modified or reinvented because

Accepted Answer

A) new advertising cannot sell old products. 
B) consumers are not influenced by messages heard over long periods of time. 
C) government regulation does not allow long-term strategies. 
D) changes are always occurring in dynamic and competitive markets. 
A) new advertising cannot sell old products. 
B) consumers are not influenced by messages heard over long periods of time. 
C) government regulation does not allow long-term strategies. 
D) changes are always occurring in dynamic and competitive markets.

Question 10

The purpose behind all efforts at market segmentation is to identify the

Accepted Answer

A) unique aspects of the product being offered. 
B) consumers with common characteristics that will lead to a positive response. 
C) largest market that might possibly be interested in the product. 
D) demographics of individuals already buying competitors' products. 
A) unique aspects of the product being offered. 
B) consumers with common characteristics that will lead to a positive response. 
C) largest market that might possibly be interested in the product. 
D) demographics of individuals already buying competitors' products.

Question 11

The STP approach is highly recommended when markets are characterized by strong elements of

Accepted Answer

A) diversity. 
B) brand loyalty. 
C) a single demographic. 
D) habitual purchasing. 
A) diversity. 
B) brand loyalty. 
C) a single demographic. 
D) habitual purchasing.

Question 12

Scenario 6-1
Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations.Several years ago, Gillette announced the launch of two new high-performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving.The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor.Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments.More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp)
-(Scenario 6-1) The original plan to sell new products to the female market

Accepted Answer

A) could be considered an STP effort because Gillette is targeting multiple segments. 
B) may or may not have been an STP effort, depending on whether Gillette has created sub-segments of these large segments. 
C) may or may not have been an STP effort, depending on whether all possible segments are being targeted by Gillette. 
D) fit all the criteria of an STP effort by Gillette. 
A) could be considered an STP effort because Gillette is targeting multiple segments. 
B) may or may not have been an STP effort, depending on whether Gillette has created sub-segments of these large segments. 
C) may or may not have been an STP effort, depending on whether all possible segments are being targeted by Gillette. 
D) fit all the criteria of an STP effort by Gillette.

Question 13

Scenario 6-2
El Sol sunglasses were designed by an avant-garde artist.She said there were no sunglasses out there that she would wear, so she had to design her own.Her sunglasses were worn by a whacked-out bad guy in a blockbuster movie and, because of this, have acquired a cult following among young teens.Print advertisements are visually sparse-nothing more than a still shot from the movie and a logo for the brand.Eyewake sunglasses were designed by an optician after he realized that conventional sunglasses allowed in certain types of light that promoted eye fatigue.He made 1,000 of his sunglasses and gave 100 of them away to friends and acquaintances.After trying them out for awhile, several of them told him that they really liked them when they had to drive for extended lengths of time.He placed an ad in the back of a tourism magazine, extolling the safety benefit of driving with eyes that weren't fatigued.He promptly sold all of his remaining glasses.Kushyspecs sunglasses were developed after research revealed that a small group of people didn't like wearing sunglasses because most sunglasses left pinch marks on their noses.The company that performed the research developed sunglasses with a soft, cushiony nose piece.Advertisements for Kushyspecs feature the headline "The mark of a good pair of sunglasses is no mark at all."
-(Scenario 6-2) Which of these brands of sunglasses was positioned through a product differentiation strategy?

Accepted Answer

A) El Sol 
B) Eyewake and Kushyspecs 
C) El Sol and Kushyspecs 
D) Eyewake and El Sol 
A) El Sol 
B) Eyewake and Kushyspecs 
C) El Sol and Kushyspecs 
D) Eyewake and El Sol

Question 14

One waste of advertising dollars is seen when a firm attempts to revive an ailing brand or boost a poor performance in a certain market by trying to reposition the brand in the consumer's mind.

Accepted Answer

A) True 
 B)False

Question 15

When ad agency professionals are creating a campaign for a huge global retail firm with complex value propositions, in all likelihood, no single ad can be expected to reflect all aspects of the brand's value.

Accepted Answer

A) True 
 B)False

Question 16

Scenario 6-5
Madison State University has a reputation for having a powerful intercollegiate coed bowling team.Seating in the campus bowling alley only allows for 400 fans to attend their matches.Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket.As a result, the school's administrators decided to institute a "priority seating" plan in which fans would be given access to advance tickets based on the following schedule:
• "Lanemaster Club" - $10,000 annual donation to the bowling program - guaranteed free box seats to any match (100 seats total)
• "Strike Club" - $1,000 annual donation to the bowling program - guaranteed free bleacher seats to any match (100 seats total)
• "Kingpin Club" - participants in local recreation bowling leagues - guaranteed bleacher seats for $10.00 to any match (100 seats total)
• "Alleycat Club" - students who have maintained a 3.9 GPA or better - guaranteed bleacher seats for $1.00 to any match (100 seats total)
-(Scenario 6-5) Each summer, the MSU Athletic Director looks at the city map, chooses a different local neighborhood, and knocks on doors, encouraging residents to join one of the supporting clubs.He then keeps track of which neighborhoods are the strongest supporters, and which may need more prompting in the future.In this way he is using a ____ segmentation strategy.

Accepted Answer

A) psychographic 
B) geodemographic 
C) geographic 
D) demographic 
A) psychographic 
B) geodemographic 
C) geographic 
D) demographic

Question 17

Scenario 6-4
Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named The Plantatarium.Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants.Subsequent market research conducted for them painted a different picture.This research identified three particularly strong market segments.The first was college students ages 18-24.The next segment was retired seniors ages 65-80.The third segment was professional offices for doctors, accountants, and lawyers.The college students liked houseplants because they dressed up their living spaces.The senior liked them because they became the focus of a hobby.The professionals did not buy them for any reason other than décor.
-(Scenario 6-4) Several customers have mentioned that they would like to browse through several varieties of cactus, so the Garretts decided to devote a small corner exclusively to cacti.These customers constitute an example of

Accepted Answer

A) market niche. 
B) psychographic segmentation. 
C) brand loyalty. 
D) demographic segmentation. 
A) market niche. 
B) psychographic segmentation. 
C) brand loyalty. 
D) demographic segmentation.

Question 18

Scenario 6-1
Headquartered in Boston, The Gillette Company is the world leader in male grooming, a category that includes blades, razors, and shaving preparations.Several years ago, Gillette announced the launch of two new high-performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving.The two new razors were Venus Vibrance the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor.Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments.More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, nearly 40 million women now use Venus products.(http://www.gillettevenus.com/en_US/products/index.jsp)
-(Scenario 6-1) The position for any one market segment should

Accepted Answer

A) also hold an appeal for those outside the segment. 
B) be identical to positions selected for other segments. 
C) change occasionally to break through advertising clutter. 
D) be easily communicated to consumers. 
A) also hold an appeal for those outside the segment. 
B) be identical to positions selected for other segments. 
C) change occasionally to break through advertising clutter. 
D) be easily communicated to consumers.

The one key characteristic that all types of _____ share is that their brand preferences are still under development.

A campaign is specifically designed to identify those who are emerging in its product market, for many reasons and under many circumstances, and then win them over as first-time users.This campaign is making use of

One well-known research classification system is VALS, which has identified a number of segments

Psychographics emerged in the 1960s as a new research method, one that would better understand consumer's

Functional benefit positioning does not really give any brand an edge in many well-established product categories, because they all offer the same or similar functional benefits.

What does the acronym STP mean?

Even successful marketing strategies for well-known products need to be modified or reinvented because

The purpose behind all efforts at market segmentation is to identify the

The STP approach is highly recommended when markets are characterized by strong elements of

One waste of advertising dollars is seen when a firm attempts to revive an ailing brand or boost a poor performance in a certain market by trying to reposition the brand in the consumer's mind.

When ad agency professionals are creating a campaign for a huge global retail firm with complex value propositions, in all likelihood, no single ad can be expected to reflect all aspects of the brand's value.

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations

The History of Advertising and Brand Promotion

Social, Ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, Integrated Brand Promotion, and Consumer Behavior

Advertising and Promotion Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Newspapers, Magazines, Television, and Radio

Media Planning: Advertising and Ibp in Digitalinteractive Media

Sales Promotion, Point-Of-Purchase Advertising, and Support Media

Event Sponsorship, Product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, Influencer Marketing, and Corporate Advertising

Filters

Exam 6: Market Segmentation, Positioning, and the Value Proposition

The one key characteristic that all types of _____ share is that their brand preferences are still under development.

A campaign is specifically designed to identify those who are emerging in its product market, for many reasons and under many circumstances, and then win them over as first-time users.This campaign is making use of

One well-known research classification system is VALS, which has identified a number of segments

Psychographics emerged in the 1960s as a new research method, one that would better understand consumer's

Functional benefit positioning does not really give any brand an edge in many well-established product categories, because they all offer the same or similar functional benefits.

What does the acronym STP mean?

Even successful marketing strategies for well-known products need to be modified or reinvented because

The purpose behind all efforts at market segmentation is to identify the

The STP approach is highly recommended when markets are characterized by strong elements of

One waste of advertising dollars is seen when a firm attempts to revive an ailing brand or boost a poor performance in a certain market by trying to reposition the brand in the consumer's mind.

When ad agency professionals are creating a campaign for a huge global retail firm with complex value propositions, in all likelihood, no single ad can be expected to reflect all aspects of the brand's value.

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations

The History of Advertising and Brand Promotion

Social, Ethical, and Regulatory Aspects of Advertising and Promotion

Advertising, Integrated Brand Promotion, and Consumer Behavior

Advertising and Promotion Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning: Newspapers, Magazines, Television, and Radio

Media Planning: Advertising and Ibp in Digitalinteractive Media

Sales Promotion, Point-Of-Purchase Advertising, and Support Media

Event Sponsorship, Product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, Influencer Marketing, and Corporate Advertising

Filters