Exam 8: Segmentation, Targeting, and Positioning

Which of the following segmentation methods is being used when M&Ms offers special wedding-themed packaging for customized M&Ms (imprinted with the names of the bride and groom)?

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(Multiple Choice)

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Question 1

Correct Answer:

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__________ is an extreme form of a targeting strategy.

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(Multiple Choice)

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Question 2

Correct Answer:

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Segmentation,targeting,and positioning involve a number of processes,many decisions and many different options.With all that effort,why are marketers so concerned with STP?

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(Essay)

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Question 3

Correct Answer:

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Students should demonstrate an overall understanding of STP,and they should reflect on the importance of leveraging resources,working with customers' needs,establishing value,and creating the kinds of competitive advantages based on building relationships with customers.

Airlines were among the first retailers to embrace loyalty segmentation when they created:

(Multiple Choice)

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Question 4

Marketers often create a special marketing mix for loyalty segments because these segments are:

(Multiple Choice)

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Question 5

UPS,FedEx,DHL,and the United States Postal Service are four major competitors in the private package delivery market.Choose one of the four firms and describe its positioning efforts.

(Essay)

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Question 6

Within a perceptual map,a(n)__________ represents where a particular market segment's desired product would lie.

(Multiple Choice)

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Question 7

After assessing the market growth potential and market competitiveness for his company's baby products in Mexico,Harmon wanted to evaluate market access.To do this,Harmon would consider:

(Multiple Choice)

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Question 8

A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.

(Essay)

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Question 9

Beer marketers know that high school educated,working class males from the ages of 25 to 40 make up an attractive market for their products. This is a __________ segment of the beer market.

(Multiple Choice)

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Question 10

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

(Multiple Choice)

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Question 11

Develop a lifestyle segmentation scheme for students at this university,and label and describe three segments.You can think of this as developing your own version of the VALS tool,but specifically for college students.

(Essay)

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Question 12

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes.He should consider:

(Multiple Choice)

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Question 13

Regina wants to position her financial services company.Regina can position her services according to:

(Multiple Choice)

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Question 14

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Having a variety of brands allows Adidas to:

(Multiple Choice)

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Question 15

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

(True/False)

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Question 16

The STP process is made up of strategy,targeting,and promotion.

(True/False)

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Question 17

In a perceptual map of two dimensions,how are these dimensions determined?

(Essay)

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Question 18

We often see advertisements touting a product as being made with natural ingredients,or being long-lasting.Marketers using these types of promotions are positioning their products based on:

(Multiple Choice)

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Question 19

Marketers have found that segmentation is often more useful for predicting consumer behavior than segmentation.

(Multiple Choice)

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Question 20

Showing 1 - 20 of 144

Which of the following segmentation methods is being used when M&Ms offers special wedding-themed packaging for customized M&Ms (imprinted with the names of the bride and groom)?

__________ is an extreme form of a targeting strategy.

Segmentation,targeting,and positioning involve a number of processes,many decisions and many different options.With all that effort,why are marketers so concerned with STP?

Airlines were among the first retailers to embrace loyalty segmentation when they created:

Marketers often create a special marketing mix for loyalty segments because these segments are:

UPS,FedEx,DHL,and the United States Postal Service are four major competitors in the private package delivery market.Choose one of the four firms and describe its positioning efforts.

Within a perceptual map,a(n)__________ represents where a particular market segment's desired product would lie.

After assessing the market growth potential and market competitiveness for his company's baby products in Mexico,Harmon wanted to evaluate market access.To do this,Harmon would consider:

A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.

Beer marketers know that high school educated,working class males from the ages of 25 to 40 make up an attractive market for their products. This is a __________ segment of the beer market.

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

Develop a lifestyle segmentation scheme for students at this university,and label and describe three segments.You can think of this as developing your own version of the VALS tool,but specifically for college students.

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes.He should consider:

Regina wants to position her financial services company.Regina can position her services according to:

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Having a variety of brands allows Adidas to:

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

The STP process is made up of strategy,targeting,and promotion.

In a perceptual map of two dimensions,how are these dimensions determined?

We often see advertisements touting a product as being made with natural ingredients,or being long-lasting.Marketers using these types of promotions are positioning their products based on:

Marketers have found that segmentation is often more useful for predicting consumer behavior than segmentation.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 8: Segmentation, Targeting, and Positioning

Which of the following segmentation methods is being used when M&Ms offers special wedding-themed packaging for customized M&Ms (imprinted with the names of the bride and groom)?

__________ is an extreme form of a targeting strategy.

Segmentation,targeting,and positioning involve a number of processes,many decisions and many different options.With all that effort,why are marketers so concerned with STP?

Airlines were among the first retailers to embrace loyalty segmentation when they created:

Marketers often create a special marketing mix for loyalty segments because these segments are:

UPS,FedEx,DHL,and the United States Postal Service are four major competitors in the private package delivery market.Choose one of the four firms and describe its positioning efforts.

Within a perceptual map,a(n)__________ represents where a particular market segment's desired product would lie.

After assessing the market growth potential and market competitiveness for his company's baby products in Mexico,Harmon wanted to evaluate market access.To do this,Harmon would consider:

A firm must evaluate segments based on their attractiveness: identify the five criteria and explain how a firm would use this information to establish if a segment is worth pursuing.

Beer marketers know that high school educated,working class males from the ages of 25 to 40 make up an attractive market for their products. This is a __________ segment of the beer market.

Paula is trying to determine whether the segments she is considering for her day care center will be profitable.Which of the following will not specifically help her in this analysis?

Develop a lifestyle segmentation scheme for students at this university,and label and describe three segments.You can think of this as developing your own version of the VALS tool,but specifically for college students.

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes.He should consider:

Regina wants to position her financial services company.Regina can position her services according to:

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Having a variety of brands allows Adidas to:

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

The STP process is made up of strategy,targeting,and promotion.

In a perceptual map of two dimensions,how are these dimensions determined?

We often see advertisements touting a product as being made with natural ingredients,or being long-lasting.Marketers using these types of promotions are positioning their products based on:

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Marketers have found that segmentation is often more useful for predicting consumer behavior than segmentation.