Exam 6: Segmentation, Targeting, and Positioning

A graph shows consumer perceptions of various automobiles on the two dimensions of sportiness/conservative and classy/affordable.This sample of consumers felt Porsche was the sportiest and classiest of the cars in the study.They felt Plymouth was the most practical and conservative.Porsche is the ideal product when it came to classiness and sportiness, which is represented on the graph as a(n):

Which of the following is true of a perceptual map?

VALS™ enables firms to identify target segments and their underlying motivations.

A table listing the descriptions of VALS™ categories [Create HTML Table] -John is well educated and smart, and he has been promoted twice this year.He believes that success is defined by the amount of money you make and is proud to own a luxury car, live in a sprawling home on a six-acre estate, and wear expensive suits.John prefers to remain single as his career comes first.Within the VALS™ framework, John would best be classified as a(n):

Which of the following is an advantage of using the undifferentiated targeting strategy?

Olympic Athletic Wear segments its markets according to the advantages that different consumers seek from its products.It has products for consumers who seek style, and it has products for others who seek performance.This is an example of:

Develop a perceptual map for your educational institution.Make sure to include at least 3 other universities/colleges in your map.

The grouping of consumers on the basis of a combination of geographic, demographic, and lifestyle characteristics is called:

Magas is a business information service provider that helps companies by dividing the consumer market into different consumer segments.One such segment consists of neighbourhoods that are populated by wealthy families.People in this segment are more likely to take vacations on cruises and store money in offshore banks.To identify this segment, Magas has used: