Question 1

A major criterion to consider during segment selection is the ____,or the companies that are vying for that segment's business.

Accepted Answer

A)  ad clutter 
B)  business market 
C)  competitive field 
D)  niche market 
A)  ad clutter 
B)  business market 
C)  competitive field 
D)  niche market

Question 2

If an advertiser sees a large potential segment being served by a competitor with a big budget,it should withdraw from the marketplace.

Accepted Answer

A) True 
 B)False

Question 3

Scenario 6-1
Headquartered in Boston, Gillette is a 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, at one point there 40 million women using Venus products.
-(Scenario 6-1)______ is a tool likely employed by Gillette to supplement the use of demographic data by providing information about consumers' activities,interests,and opinions.

Accepted Answer

A)  Psychographics 
B)  PRIZM 
C)  STP 
D)  Bass diffusion 
A)  Psychographics 
B)  PRIZM 
C)  STP 
D)  Bass diffusion

Question 4

For most products and services,some users will purchase much more,and more frequently,than others.These consumers are called .

Accepted Answer

A)  lead users 
B)  switchers 
C)  emergent consumers 
D)  variety seekers 
A)  lead users 
B)  switchers 
C)  emergent consumers 
D)  variety seekers

Question 5

Taco Bell is launching a new advertising campaign portraying its restaurant as having very fast service and a cheerful staff to target a younger crowd.The campaign will be more successful if it uses various aspects of IBP such as sponsorships,contests,and sales promotions in addition to TV and social media,rather than TV commercials alone,to best reach this group.

Accepted Answer

A) True 
 B)False

Question 6

A characteristic that     share is that their brand preferences are still under development.

Accepted Answer

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

Question 7

A gourmet spa advertises itself as offering relaxation to the extreme and the best massage in America.The owner of the local shop buys ads focusing on a relaxing experience and their award-winning massage therapists.This is an example of internal consistency.

Accepted Answer

A) True 
 B)False

Question 8

When formulating a positioning strategy,it is important to consider the competition.

Accepted Answer

A) True 
 B)False

Question 9

What is a positioning strategy?

Accepted Answer

A positioning strategy involves t

Question 10

Scenario 6-1
Headquartered in Boston, Gillette is a 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, at one point there 40 million women using Venus products.
-(Scenario 6-1)The original plan to sell new products to the female market:

Accepted Answer

A)  cannot 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)  cannot 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 11

What is geodemographic segmentation?

Accepted Answer

A)  Creating multiple media markets to reach many global consumers. 
B)  Positioning a new service in a new region. 
C)  Identifying neighborhoods by zip code around the country that share common demographic characteristics. 
D)  Expanding a brand into a new country in a region where it already operates. 
A)  Creating multiple media markets to reach many global consumers. 
B)  Positioning a new service in a new region. 
C)  Identifying neighborhoods by zip code around the country that share common demographic characteristics. 
D)  Expanding a brand into a new country in a region where it already operates.

Question 12

Which segment is important when there is a big influx of first-time buyers?

Accepted Answer

A)  switchers 
B)  brand-freaks 
C)  lead users 
D)  emergent consumers 
A)  switchers 
B)  brand-freaks 
C)  lead users 
D)  emergent consumers

Question 13

Segment selection revolves around what the members of the segment want versus:

Accepted Answer

A)  how much they are willing to pay for it. 
B)  whether the segment is currently growing. 
C)  how much they are willing to settle for. 
D)  the organization's ability to provide it. 
A)  how much they are willing to pay for it. 
B)  whether the segment is currently growing. 
C)  how much they are willing to settle for. 
D)  the organization's ability to provide it.

Question 14

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 (100seats total)"Kingpin Club" - participants in local recreation bowling leagues - guaranteed bleacher seats for $10.00 to anymatch (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)A group of about 30 students who are roommates and friends of the team members-many are casual bowlers themselves-have attended every match for nearly three years.These students would best be described as:

Accepted Answer

A)  competitive users. 
B)  emergent consumers. 
C)  heavy users. 
D)  variety seekers. 
A)  competitive users. 
B)  emergent consumers. 
C)  heavy users. 
D)  variety seekers.

A major criterion to consider during segment selection is the ____,or the companies that are vying for that segment's business.

If an advertiser sees a large potential segment being served by a competitor with a big budget,it should withdraw from the marketplace.

For most products and services,some users will purchase much more,and more frequently,than others.These consumers are called .

A characteristic that share is that their brand preferences are still under development.

A gourmet spa advertises itself as offering relaxation to the extreme and the best massage in America.The owner of the local shop buys ads focusing on a relaxing experience and their award-winning massage therapists.This is an example of internal consistency.

When formulating a positioning strategy,it is important to consider the competition.

What is a positioning strategy?

What is geodemographic segmentation?

Which segment is important when there is a big influx of first-time buyers?

Segment selection revolves around what the members of the segment want versus:

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, 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 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 Digital, social, Mobile 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

A major criterion to consider during segment selection is the ____,or the companies that are vying for that segment's business.

If an advertiser sees a large potential segment being served by a competitor with a big budget,it should withdraw from the marketplace.

For most products and services,some users will purchase much more,and more frequently,than others.These consumers are called .

A characteristic that share is that their brand preferences are still under development.

A gourmet spa advertises itself as offering relaxation to the extreme and the best massage in America.The owner of the local shop buys ads focusing on a relaxing experience and their award-winning massage therapists.This is an example of internal consistency.

When formulating a positioning strategy,it is important to consider the competition.

What is a positioning strategy?

What is geodemographic segmentation?

Which segment is important when there is a big influx of first-time buyers?

Segment selection revolves around what the members of the segment want versus:

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, 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 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 Digital, social, Mobile 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