Exam 5: Market Segmentation, Targeting and Positioning

Variables that are used when researchers believe that purchasing behaviour is correlated with the personality or lifestyle of consumers are called which of the following?

Which type of the following companies is suited to employ a focused marketing strategy?

A good segment must be _______. This means that it must be possible to identify customers in the proposed segment and to understand their characteristics and behavioural patterns.

The process of identifying individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy is called which of the following?

Which of the following is a concern regarding marketing's targeting of children?

Beanz Meanz Heinz is a classic advertising slogan which helps increase clarity of the brand _______.

The keys to successful positioning are clarity, consistency, concentrated and competitiveness.

Which of the following types of businesses are likely to adopt a customized marketing strategy?

Focused marketing is a market coverage strategy where a company decides to target individual customers and develops separate marketing mixes for each.

When a company keeps both product and target market the same, but changes the image of the product, it is practising which of the following?

Which of the following is a potential disadvantage of differentiated marketing compared to undifferentiated marketing?

Which of the following is a useful tool for determining the position of a brand in the marketplace?

A _______ statement is a memorable, image-enhancing, written summation of the product's desired stature.

When a company designs a separate marketing mix for each customer, this is called which of the following?

When a company develops a single marketing mix aimed at one target (niche) market, it is practising which of the following?

BMW has been using the slogan 'The ultimate driving machine' for decades to ensure the _____________ of the brand's positioning?

Segmentation is effective when buyer needs in different segments are similar.

Benefit segmentation provides an understanding of which of the following?

Targeting children in advertising and communication is the subject of some criticism as it may encourage them to use _______ power to encourage their parents to buy products and services.

A company who develops a single marketing mix for the whole market and doesn't segment the market uses which of the following marketing strategies?