Question 1

The image a person has of himself or herself is called:

Accepted Answer

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

Question 2

Skincare Inc., a company known for its women's skin-care products, starts offering skin-care products specifically developed for single men, with income of 50k or more/year who live in large cities in the US and Canada.Which segmentation approach(es)used by the company?

Accepted Answer

A) Geographic, demographic, and behavioural segmentation. 
B) Behavioural and demographic segmentation. 
C) Demographic and geographic segmentation. 
D) Demographic, benefit and geographic segmentation 
E) Psychographic and geographic.segmentation 
A) Geographic, demographic, and behavioural segmentation. 
B) Behavioural and demographic segmentation. 
C) Demographic and geographic segmentation. 
D) Demographic, benefit and geographic segmentation 
E) Psychographic and geographic.segmentation

Question 3

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 style, which is the kind of person the businessman would like to be.In the context of psychographic segmentation, the brand is appealing to the businessman's:

Accepted Answer

A) self-concept. 
B) ideal point. 
C) positioning statement. 
D) perceptual map. 
E) self-morals. 
A) self-concept. 
B) ideal point. 
C) positioning statement. 
D) perceptual map. 
E) self-morals.

Question 4

The marketing strategy of selecting a single, primary target market and focusing all energies on providing a product to fit that market's needs is called a(n):

Accepted Answer

A) perceptual mapping strategy. 
B) behavioural mapping strategy. 
C) brand repositioning strategy. 
D) undifferentiated targeting strategy. 
E) concentrated targeting strategy. 
A) perceptual mapping strategy. 
B) behavioural mapping strategy. 
C) brand repositioning strategy. 
D) undifferentiated targeting strategy. 
E) concentrated targeting strategy.

Question 5

Jo's Inc.manufactures seeding equipment that can be modified in about half a million ways to provide a unique version to an individual customer.Customers can order their own personalized seeding equipment from Jo's website.This is an example of:

Accepted Answer

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

Question 6

As a positioning strategy, value refers to the:

Accepted Answer

A) attributes that are most important to the target market. 
B) relationship of price to quality. 
C) psychological meaning of a brand to consumers. 
D) positioning of a product against a specific competitor. 
E) position of a brand in consumers' mind. 
A) attributes that are most important to the target market. 
B) relationship of price to quality. 
C) psychological meaning of a brand to consumers. 
D) positioning of a product against a specific competitor. 
E) position of a brand in consumers' mind.

Question 7

Which of the following is true of micromarketing?

Accepted Answer

A) It refers to the display, in two or more dimensions, of the position of products or brands in the consumer's mind. 
B) It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs. 
C) It refers to the mental picture that people have about a company and its products or services relative to competitors. 
D) It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences. 
E) It refers to a marketing strategy a firm can use if a product or service is perceived to provide the same benefits to everyone. 
A) It refers to the display, in two or more dimensions, of the position of products or brands in the consumer's mind. 
B) It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs. 
C) It refers to the mental picture that people have about a company and its products or services relative to competitors. 
D) It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences. 
E) It refers to a marketing strategy a firm can use if a product or service is perceived to provide the same benefits to everyone.

Question 8

A company develops a variety of exotic breads targeted at suburban areas where large families reside, and the demand for easy breakfast options is high.In this case, the segmentation approach used by the company is:

Accepted Answer

A) geographic segmentation. 
B) behavioural segmentation. 
C) demographic segmentation. 
D) occasion segmentation. 
E) psychographic segmentation. 
A) geographic segmentation. 
B) behavioural segmentation. 
C) demographic segmentation. 
D) occasion segmentation. 
E) psychographic segmentation.

Question 9

A large passenger-ship company targets only old rich people for its around-the-world cruises.It ensures that all its rooms are designed to be as comfortable as possible for older people.In this case, the company is using the:

Accepted Answer

A) perceptual stimulation strategy. 
B) geographic targeting strategy. 
C) brand repositioning strategy. 
D) undifferentiated targeting strategy. 
E) concentrated targeting strategy. 
A) perceptual stimulation strategy. 
B) geographic targeting strategy. 
C) brand repositioning strategy. 
D) undifferentiated targeting strategy. 
E) concentrated targeting strategy.

Question 10

Explain the concentrated targeting strategy.Discuss one company that use this strategy.

Accepted Answer

When an organization selects a single, p

Question 11

The last step in developing a market segmentation strategy is:

Accepted Answer

A) segmenting. 
B) positioning. 
C) strategizing. 
D) targeting. 
E) analyzing. 
A) segmenting. 
B) positioning. 
C) strategizing. 
D) targeting. 
E) analyzing.

Question 12

People who are primarily motivated by ideals look for products and services that demonstrate success to their peers.

Accepted Answer

A) True 
 B)False

Question 13

Childcare Inc.produces baby products.It provides product samples to parents-to-be in order to capture a share of their future purchases.It has created a website where parents can get expert parenting advice.It targets potential user groups who can be converted into heavy users.In this case, the company is using:

Accepted Answer

A) occasion segmentation. 
B) loyalty segmentation. 
C) geodemographic segmentation. 
D) undifferentiated segmentation. 
E) perceptual segmentation. 
A) occasion segmentation. 
B) loyalty segmentation. 
C) geodemographic segmentation. 
D) undifferentiated segmentation. 
E) perceptual segmentation.

Question 14

Goals for life, not just the goals one wants to accomplish in a day, are called:

Accepted Answer

A) self-concepts. 
B) ideal points. 
C) self-values. 
D) lifestyles. 
E) self-morals. 
A) self-concepts. 
B) ideal points. 
C) self-values. 
D) lifestyles. 
E) self-morals.

Question 15

Which of the following companies is more likely to use undifferentiated targeting strategy?

Accepted Answer

A) Air Canada 
B) Toyota 
C) Apple 
D) McDonalds 
E) Hydro Quebec 
A) Air Canada 
B) Toyota 
C) Apple 
D) McDonalds 
E) Hydro Quebec

Question 16

What is the first step in the STP process?

Accepted Answer

A) Selecting segmentation bases 
B) Evaluating segment attractiveness 
C) Defining mission statement 
D) Establishing overall strategy 
E) Selecting the target market 
A) Selecting segmentation bases 
B) Evaluating segment attractiveness 
C) Defining mission statement 
D) Establishing overall strategy 
E) Selecting the target market

Question 17

Behavioural segmentation based on when a product or service is purchased or consumed is called:

Accepted Answer

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

Question 18

The position at which a particular market segment's best product would lie on a perceptual map is referred to as a(n):

Accepted Answer

A) self-concept. 
B) ideal point. 
C) self-value. 
D) absolute angle. 
E) potential gradient. 
A) self-concept. 
B) ideal point. 
C) self-value. 
D) absolute angle. 
E) potential gradient.

Question 19

A company sells a subscription service for mowing lawns.Customers typically remain subscribed for 3 years, and they pay $20.00 per month for the service, which means $240.00 ($20.00 *12 months)per year or $720.00 ($240.00 *3 years)potential revenue from the customer.In this case, the $720.00 of potential revenue is the:

Accepted Answer

A) differentiated segmentation value. 
B) undifferentiated segmentation value. 
C) perceptual mapping value. 
D) ideal point value. 
E) customer lifetime value. 
A) differentiated segmentation value. 
B) undifferentiated segmentation value. 
C) perceptual mapping value. 
D) ideal point value. 
E) customer lifetime value.

Question 20

Tremlock is a company that sells used cars.It was able to establish itself in the mind of the consumer as a low-cost, high-quality used-car dealer as an alternative to low-cost, low-quality new-car dealer.This is an example of:

Accepted Answer

A) differentiated targeting. 
B) positioning. 
C) perceptual mapping. 
D) mass customization. 
E) micromarketing. 
A) differentiated targeting. 
B) positioning. 
C) perceptual mapping. 
D) mass customization. 
E) micromarketing.

The image a person has of himself or herself is called:

Skincare Inc., a company known for its women's skin-care products, starts offering skin-care products specifically developed for single men, with income of 50k or more/year who live in large cities in the US and Canada.Which segmentation approach(es)used by the company?

The marketing strategy of selecting a single, primary target market and focusing all energies on providing a product to fit that market's needs is called a(n):

Jo's Inc.manufactures seeding equipment that can be modified in about half a million ways to provide a unique version to an individual customer.Customers can order their own personalized seeding equipment from Jo's website.This is an example of:

As a positioning strategy, value refers to the:

Which of the following is true of micromarketing?

A company develops a variety of exotic breads targeted at suburban areas where large families reside, and the demand for easy breakfast options is high.In this case, the segmentation approach used by the company is:

A large passenger-ship company targets only old rich people for its around-the-world cruises.It ensures that all its rooms are designed to be as comfortable as possible for older people.In this case, the company is using the:

Explain the concentrated targeting strategy.Discuss one company that use this strategy.

The last step in developing a market segmentation strategy is:

People who are primarily motivated by ideals look for products and services that demonstrate success to their peers.

Goals for life, not just the goals one wants to accomplish in a day, are called:

Which of the following companies is more likely to use undifferentiated targeting strategy?

What is the first step in the STP process?

Behavioural segmentation based on when a product or service is purchased or consumed is called:

The position at which a particular market segment's best product would lie on a perceptual map is referred to as a(n):

Tremlock is a company that sells used cars.It was able to establish itself in the mind of the consumer as a low-cost, high-quality used-car dealer as an alternative to low-cost, low-quality new-car dealer.This is an example of:

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Marketing Research

Developing New Products

Product, Branding, and Packaging Decisions

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Social and Mobile Marketing

Global Marketing

Ethics and Socially Responsible Marketing

Filters

Exam 6: Segmentation, Targeting, and Positioning

The image a person has of himself or herself is called:

Skincare Inc., a company known for its women's skin-care products, starts offering skin-care products specifically developed for single men, with income of 50k or more/year who live in large cities in the US and Canada.Which segmentation approach(es)used by the company?

The marketing strategy of selecting a single, primary target market and focusing all energies on providing a product to fit that market's needs is called a(n):

Jo's Inc.manufactures seeding equipment that can be modified in about half a million ways to provide a unique version to an individual customer.Customers can order their own personalized seeding equipment from Jo's website.This is an example of:

As a positioning strategy, value refers to the:

Which of the following is true of micromarketing?

A company develops a variety of exotic breads targeted at suburban areas where large families reside, and the demand for easy breakfast options is high.In this case, the segmentation approach used by the company is:

A large passenger-ship company targets only old rich people for its around-the-world cruises.It ensures that all its rooms are designed to be as comfortable as possible for older people.In this case, the company is using the:

Explain the concentrated targeting strategy.Discuss one company that use this strategy.

The last step in developing a market segmentation strategy is:

People who are primarily motivated by ideals look for products and services that demonstrate success to their peers.

Goals for life, not just the goals one wants to accomplish in a day, are called:

Which of the following companies is more likely to use undifferentiated targeting strategy?

What is the first step in the STP process?

Behavioural segmentation based on when a product or service is purchased or consumed is called:

The position at which a particular market segment's best product would lie on a perceptual map is referred to as a(n):

Tremlock is a company that sells used cars.It was able to establish itself in the mind of the consumer as a low-cost, high-quality used-car dealer as an alternative to low-cost, low-quality new-car dealer.This is an example of:

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Marketing Research

Developing New Products

Product, Branding, and Packaging Decisions

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Social and Mobile Marketing

Global Marketing

Ethics and Socially Responsible Marketing

Filters