Question 1

The objective of positioning is which of the following?

Accepted Answer

A) To create and maintain a distinctive place in the market for a company and/ or its products 
B) To secure the most effective and efficient placement for one's products on retailers' shelf space 
C) To create brand value 
D) None of the above 
A) To create and maintain a distinctive place in the market for a company and/ or its products 
B) To secure the most effective and efficient placement for one's products on retailers' shelf space 
C) To create brand value 
D) None of the above A

Question 2

The "clarity" positioning idea refers to which of the following?

Accepted Answer

A) The positioning idea must be a truly unique idea in the marketplace 
B) The positioning idea must consist of ideas that can be understood by potential consumers 
C) The positioning idea must be clear in terms of both target market and differential advantage 
D) None of the above 
A) The positioning idea must be a truly unique idea in the marketplace 
B) The positioning idea must consist of ideas that can be understood by potential consumers 
C) The positioning idea must be clear in terms of both target market and differential advantage 
D) None of the above C

Question 3

Even though a company may identify a segment as a very attractive one, the company may decide that the segment is not _______ as they don't have the resources to exploit this opportunity.

Accepted Answer

A) actionable 
B) accessible 
C) effective 
D) measurable 
A) actionable 
B) accessible 
C) effective 
D) measurable A

Question 4

Deciding what position to occupy in the market involves a consideration of which of the following variables?

Accepted Answer

A) Customers 
B) Competitors 
C) The company 
D) All of the above 
A) Customers 
B) Competitors 
C) The company 
D) All of the above

Question 5

Who initiated mass customization?

Accepted Answer

A) Irish companies 
B) British companies 
C) French companies 
D) Japanese companies 
A) Irish companies 
B) British companies 
C) French companies 
D) Japanese companies

Question 6

Which of the following is a major advantage of an undifferentiated marketing strategy?

Accepted Answer

A) Less distribution channels needed 
B) Less advertising is needed, thereby reducing costs incurred 
C) Companies only have to develop a single product offering, thereby making it convenient 
D) Company does not have to continually invest in new product development 
A) Less distribution channels needed 
B) Less advertising is needed, thereby reducing costs incurred 
C) Companies only have to develop a single product offering, thereby making it convenient 
D) Company does not have to continually invest in new product development

Question 7

Which of the following is a benefit of segmentation?

Accepted Answer

A) Enhanced profitability 
B) Improved customer defection 
C) More effective competitors 
D) More effective targeting of conditions 
A) Enhanced profitability 
B) Improved customer defection 
C) More effective competitors 
D) More effective targeting of conditions

Question 8

Marketing efforts to target children has been the subject of criticism as they employ the skills of child _______ to devise ways to reach inside their developing minds and implant brand preferences.

Accepted Answer

A) anthropologists 
B) psychologists 
C) communicators 
D) physiologists 
A) anthropologists 
B) psychologists 
C) communicators 
D) physiologists

Question 9

Target marketing is the act of designing the company's offering so that it occupies a meaningful and distinct place in the minds of the consumer

Accepted Answer

A) True 
 B)False

Question 10

What is the purpose of segmentation?

Accepted Answer

A) To identify differences in behaviour that has implications for marketing decisions 
B) To identify the most profitable consumer segments 
C) To target segments that are not targeted by competitors 
D) To target segments which match our product/ service attributes 
A) To identify differences in behaviour that has implications for marketing decisions 
B) To identify the most profitable consumer segments 
C) To target segments that are not targeted by competitors 
D) To target segments which match our product/ service attributes

Question 11

Social class is used for which of the following?

Accepted Answer

A) Wealth determination 
B) Media readership and viewership profiles 
C) Advertising effectiveness 
D) New product testing 
A) Wealth determination 
B) Media readership and viewership profiles 
C) Advertising effectiveness 
D) New product testing

Question 12

ACORN, a segmentation analysis technique, stands for which of the following?

Accepted Answer

A) A Corresponding Official Residential Notation 
B) A Classification of Reported Nationals 
C) A Classification of Residential Neighbourhoods 
D) A Countrywide Official Resources Navigation 
A) A Corresponding Official Residential Notation 
B) A Classification of Reported Nationals 
C) A Classification of Residential Neighbourhoods 
D) A Countrywide Official Resources Navigation

Question 13

Which of the following is a prerequisite to successful positioning?

Accepted Answer

A) The differential advantage should be categorical and definitive 
B) The differential advantage should have a competitive edge 
C) The differential advantage should have equity 
D) The differential advantage should be similar to competitors 
A) The differential advantage should be categorical and definitive 
B) The differential advantage should have a competitive edge 
C) The differential advantage should have equity 
D) The differential advantage should be similar to competitors

Question 14

Why, in some cases, is repositioning required?

Accepted Answer

A) Due to poor advertising campaigns 
B) Due to poor and ineffective product placement within stores 
C) Because of changing customer tastes or poor sales performance 
D) Because consumers feel that the product or service is overpriced 
A) Due to poor advertising campaigns 
B) Due to poor and ineffective product placement within stores 
C) Because of changing customer tastes or poor sales performance 
D) Because consumers feel that the product or service is overpriced

Question 15

Analysis of biographic data allows supermarkets to do which of the following?

Accepted Answer

A) To stock products in each of their stores more relevant to their customers' age, lifestyle and expenditure. 
B) To make pricing adjustments 
C) To analyse competitors' marketing strategies 
D) To adjust their advertising, pricing and promotional strategy in order to compete against rival supermarkets 
A) To stock products in each of their stores more relevant to their customers' age, lifestyle and expenditure. 
B) To make pricing adjustments 
C) To analyse competitors' marketing strategies 
D) To adjust their advertising, pricing and promotional strategy in order to compete against rival supermarkets

Question 16

Why is segmentation important for organizational markets?

Accepted Answer

A) So that a more effective marketing mix can be designed for these segments 
B) So that companies adopt an effective pricing strategy 
C) So that companies can target the more profitable segments of the marketplace 
D) So that a more effective new product development process can be employed for a company's targeted segments 
A) So that a more effective marketing mix can be designed for these segments 
B) So that companies adopt an effective pricing strategy 
C) So that companies can target the more profitable segments of the marketplace 
D) So that a more effective new product development process can be employed for a company's targeted segments

Question 17

A segment must be accessible. This means that the company must be able to formulate marketing programmes for the _______ that it identifies.

Accepted Answer

A) services 
B) companies 
C) brands 
D) segments 
A) services 
B) companies 
C) brands 
D) segments

Question 18

Positioning involves which of the following?

Accepted Answer

A) Designing a company's offering so that it occupies a meaningful and distinct position in the mind of the consumer 
B) Designing a company's offering so that it appeals to a narrow segment of the market 
C) None of the above 
D) All of the above 
A) Designing a company's offering so that it occupies a meaningful and distinct position in the mind of the consumer 
B) Designing a company's offering so that it appeals to a narrow segment of the market 
C) None of the above 
D) All of the above

Question 19

Which of the following is a variable used in segmentation of consumer markets?

Accepted Answer

A) Behavioural 
B) Psychographic 
C) Profile 
D) All are consumer segmentation variables 
A) Behavioural 
B) Psychographic 
C) Profile 
D) All are consumer segmentation variables

Question 20

What is the major strength of geodemographics?

Accepted Answer

A) Groups customers into segments 
B) Links buyer behaviour to customer groups 
C) Pinpoints potential interested customers 
D) Breaks down a country into smaller segments 
A) Groups customers into segments 
B) Links buyer behaviour to customer groups 
C) Pinpoints potential interested customers 
D) Breaks down a country into smaller segments

The objective of positioning is which of the following?

The "clarity" positioning idea refers to which of the following?

Even though a company may identify a segment as a very attractive one, the company may decide that the segment is not _______ as they don't have the resources to exploit this opportunity.

Deciding what position to occupy in the market involves a consideration of which of the following variables?

Who initiated mass customization?

Which of the following is a major advantage of an undifferentiated marketing strategy?

Which of the following is a benefit of segmentation?

Marketing efforts to target children has been the subject of criticism as they employ the skills of child _______ to devise ways to reach inside their developing minds and implant brand preferences.

Target marketing is the act of designing the company's offering so that it occupies a meaningful and distinct place in the minds of the consumer

What is the purpose of segmentation?

Social class is used for which of the following?

ACORN, a segmentation analysis technique, stands for which of the following?

Which of the following is a prerequisite to successful positioning?

Why, in some cases, is repositioning required?

Analysis of biographic data allows supermarkets to do which of the following?

Why is segmentation important for organizational markets?

A segment must be accessible. This means that the company must be able to formulate marketing programmes for the _______ that it identifies.

Positioning involves which of the following?

Which of the following is a variable used in segmentation of consumer markets?

What is the major strength of geodemographics?

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Value Through Products and Brands

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters

Exam 5: Market Segmentation, Targeting and Positioning

The objective of positioning is which of the following?

The "clarity" positioning idea refers to which of the following?

Even though a company may identify a segment as a very attractive one, the company may decide that the segment is not _______ as they don't have the resources to exploit this opportunity.

Deciding what position to occupy in the market involves a consideration of which of the following variables?

Who initiated mass customization?

Which of the following is a major advantage of an undifferentiated marketing strategy?

Which of the following is a benefit of segmentation?

Marketing efforts to target children has been the subject of criticism as they employ the skills of child _______ to devise ways to reach inside their developing minds and implant brand preferences.

Target marketing is the act of designing the company's offering so that it occupies a meaningful and distinct place in the minds of the consumer

What is the purpose of segmentation?

Social class is used for which of the following?

ACORN, a segmentation analysis technique, stands for which of the following?

Which of the following is a prerequisite to successful positioning?

Why, in some cases, is repositioning required?

Analysis of biographic data allows supermarkets to do which of the following?

Why is segmentation important for organizational markets?

A segment must be accessible. This means that the company must be able to formulate marketing programmes for the _______ that it identifies.

Positioning involves which of the following?

Which of the following is a variable used in segmentation of consumer markets?

What is the major strength of geodemographics?

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Value Through Products and Brands

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters