Deck 2: Segmentation, Targeting and Positioning

Question 1

________ is/are defined by computing an index based on three quantifiable variables: income, education and occupation.

A) Demographics
B) Social class
C) Psychographics
D) Personality traits
E) Sociocultural values

Answer 1

B

Question 2

Peter wants to segment the target audience for his frozen yogurt shop based on benefits sought. Unlike demographic variables, the benefits sought variable is difficult to measure, so it is not as ________.

A) profitable
B) stable in terms of consumption patterns
C) identifiable
D) inaccessible
E) expensive to pursue

Answer 2

C

Question 3

Perry & Swift - an investment management firm - used the 2001 P$YCLE Segmentation System, which is part of a database entitled ________.

A) Nielsen MyBestSegments
B) VALS
C) PRIZM
D) Nielsen NetRatings
E) Magazine Readers Index (MRI)

Answer 3

A

Question 4

The ________ of a product or service is the process by which a company creates a distinct image and identity for its products, services and brands in consumers' minds.

A) segmentation
B) target
C) positioning
D) psychographic inventory
E) concentrated marketing strategy

Question 5

Consumers' characteristics can be classed as either behavioral or cognitive. In this context, behavioral data can be determined from direct questioning and categorized by a single objective measure. Examples of behavioral data include ________.

A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and psychographics
C) personality traits, lifestyles, and family life cycle
D) education, quantity of product purchased, and gender
E) level of involvement, awareness of product alternatives, and benefits wanted

Question 6

Another term for psychographic characteristics is ________.

A) age
B) lifestyles
C) benefits sought
D) use-situation factors
E) use-related factors

Question 7

Which of the following is NOT an example of the recent shift in traditional gender roles in product targeting and advertising?

A) Van Gogh Blue Vodka targeting women
B) Frito-Lay targeting women
C) television shows targeting women
D) department stores targeting men with grooming products
E) Dove Men+Care

Question 8

Qantas targets four distinct segments: coach passengers, premium economy, business and first class, and uses ________ to clearly differentiate between the options targeted at each segment.

A) positioning
B) behavioral targeting
C) geographic segmentation
D) reverse targeting
E) countersegmentation

Question 9

________ information is often the most accessible and cost-effective way to identify a target market.

A) Demographic
B) Sociocultural
C) Psychological
D) Physiological
E) Benefit

Question 10

Age, gender, and income are bases of which of the following types of segmentation?

A) geographic segmentation
B) sociocultural segmentation
C) benefit segmentation
D) demographic segmentation
E) psychological segmentation

Question 11

Which of the following is NOT one of the characteristics of an effective target?

A) identifiable
B) sizeable
C) reachable
D) inaccessible
E) congruent with the marketer's objectives and resources

Question 12

In reference to consumer characteristics, ________ can be determined from direct questioning or observation and categorized by a simple objective measure, whereas ________ are abstract and can be determined only through more complex psychological and attitudinal questioning.

A) consumption-based features; consumer-intrinsic features
B) behavioral data; cognitive data
C) product-specific features; consumption-based features
D) cognitive data; behavioral data
E) consumer-intrinsic features; consumption-based features

Question 13

The process of dividing a market into distinct subsets of consumers with common needs or characteristics is known as ________.

A) target marketing
B) market segmentation
C) mass marketing
D) the marketing concept
E) market evaluation

Question 14

Consumers' characteristics can be classed as either consumer-intrinsic or consumption-specific. In this context, consumer-intrinsic features stem from the consumer's physical, social, and psychological characteristics. Examples of consumer-intrinsic features include ________.

A) demographics, gender, and benefits sought
B) usage rate, level of involvement, and psychographics
C) personality traits, cultural values, and income
D) education, consumption-specific attitudes, and social class
E) attitudes regarding shopping, awareness of product alternatives, and benefits wanted

Question 15

Most marketers prefer to target consumer segments that are relatively ________.

A) small
B) stable in terms of consumption patterns
C) unpredictable
D) inaccessible
E) expensive to pursue

Question 16

Consumers' characteristics can be classed as either behavioral or cognitive. In this context, cognitive factors are abstract, can be determined only through more complex psychological and attitudinal questioning, and generally have no single, universal definitions. Examples of cognitive factors include ________.

A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and education
C) personality traits, lifestyles, and gender
D) education, usage situation, and social class
E) cultural values, personality traits, and benefits sought

Question 17

Consumers' characteristics can be classed as either consumer-intrinsic or consumption-specific. In this context, consumption-specific features are attitudes and preferences toward specific products or buying situations. Examples of consumption-specific features include ________.

A) demographics, gender, and benefits sought
B) attitudes toward shopping, benefits sought in products, and frequency of leisure activities
C) personality traits, lifestyles, and income
D) education, usage situation, and gender
E) personality traits, awareness of product alternatives, and attitudes toward political issues

Question 18

When Colgate divides the pre-teens toothpaste group into four segments and offers each one its own toothpaste, they are using ________ segmentation.

A) demographic
B) sociocultural
C) psychological
D) physiological
E) use-related

Question 19

Many marketers target the generation that is 18 to 34 years old, known as the ________.

A) Millenial Generation
B) Generation X
C) Generation Z
D) Net Gen
E) Baby Boomers

Question 20

Traditionally, the ________ has been the focus of most marketing efforts.

A) mother
B) family
C) individual
D) child
E) teen

Question 21

In the VALS typology, Innovators are successful, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. This segment tends to prefer ________.

A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers

Question 22

The VALS typology classifies the American adult population into eight distinctive subgroups based on their motivations and level of resources. The three primary motivations include ________.

A) ideals, education, and achievement
B) ideals, achievement, and self-expression
C) knowledge, education, and self-expression
D) independence, aptitude, and achievement
E) aptitude, ideals, and self-expression

Question 23

Marketers of many products such as soup, laundry detergent, beer, and dog food have found that a relatively small group of heavy users accounts for a disproportionately large percentage of the total product usage. Targeting these heavy users specifically is an example of ________.

A) benefit-based segmentation
B) demographic segmentation
C) cross-cultural segmentation
D) usage rate segmentation
E) usage situation segmentation

Question 24

Level of agreement with which of the following statements is associated with the Control of Life Psychographic Factor?

A) I generally give gifts because people expect me to.
B) I find it hard to speak in front of a group.
C) The look of a website is an important factor in my buying decisions.
D) My friends often ask me for advice on fashion.
E) I am more conventional than experimental.

Question 25

The segment of online consumers that uses the Internet 20.7 hours per week, engages in some browsing and shopping but is a very heavy user of blogging, chatting, video streaming, and downloading, is known as ________.

A) Basic Communications
B) Lurking Shoppers
C) Social Strivers
D) Sports Fans
E) Value-Added Shoppers

Question 26

In the VALS typology, ________ are motivated by ideals and tend to have low resources. They are generally slow to change as well as technology averse, and tend to prefer familiar products and established brands.

A) Innovators
B) Believers
C) Thinkers
D) Strivers
E) Experiencers

Question 27

The most popular segmentation system combining lifestyle and values is ________.

A) PALS
B) VALS
C) LAPS
D) SALS
E) CALS

Question 28

________ implies a hierarchy in which individuals in the same class generally have the same degree of status, whereas members of other classes have either higher or lower status.

A) Usage rate
B) Subculture
C) Family life cycle
D) Social class
E) Religion

Question 29

The most popular use of geography in strategic targeting is ________ - a hybrid segmentation scheme based on the premise that people who live close to one another are likely to have similar financial means, tastes, preferences, lifestyles, and consumption habits.

A) countersegmentation
B) geodemographics
C) behavioral targeting
D) social class
E) psychographics

Question 30

In the VALS typology, Thinkers are motivated by ideals and tend to have high resources. They tend to be well educated and actively seek out information in the decision-making process. This segment tends to prefer ________.

A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers

Question 31

Consumer innovators are generally characterized by which of the following personality traits?

A) open-minded and perceive less risk than others in trying new things
B) reserved and skeptical of marketing information
C) extraverted and risk averse
D) high in exhibition and reserved
E) extraverted and reserved

Question 32

In the VALS typology, Achievers are motivated by achievement and tend to have high resources. They have goal-oriented lifestyles that center on family and career. This segment tends to prefer ________.

A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers

Question 33

Which of the following five segments, as characterized by the spectrum of green, is not particularly concerned about environmental issues, and limits their green product purchases to green products that are very conspicuous so they can be perceived as green by others?

A) Alpha-Ecos
B) Eco-Centrics
C) Eco-Chics
D) Economically Ecos
E) Eco-Moms

Question 34

PRIZM is an example of ________ segmentation.

A) demographic
B) geodemographic
C) psychographic
D) sociocultural
E) use-related

Question 35

Lifestyles, also known as ________, consist of activities, interests, and opinions.

A) psychographics
B) demographics
C) geodemographics
D) personality traits
E) benefit segmentation

Question 36

In the VALS typology, Makers are motivated by self-expression and tend to have low resources. They choose hands-on constructive activities and spend leisure time with family and close friends. This segment tends to prefer ________.

A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers

Question 37

When Colgate offers Colgate Total, which provides 12-hours of germ fighting; Colgate Max Fresh, which fights bad breath; and Colgate Sensitive Pro-Relief for people who have sensitive gums, they are segmenting based on ________.

A) usage rate
B) benefits
C) personality
D) culture
E) values

Question 38

As a base for market segmentation, ________ is/are commonly computed as a weighted index of education, occupation, and income.

A) social class
B) family life cycle
C) personality traits
D) sociocultural values
E) psychographics

Question 39

________ is felt by many marketers to be a strong indicator of the ability to pay for a product.

A) Age
B) Gender
C) Occupation
D) Education
E) Income

Question 40

Marketers segment some populations on the basis of cultural heritage and ________ because members of the same culture tend to share the same values, beliefs, and customs.

A) demographics
B) social class
C) ethnicity
D) personality traits
E) sociocultural values

Question 41

The image and unique identity of a product, service or brand in consumers' minds is called its ________.

A) position
B) perception
C) segment
D) target
E) imposition

Question 42

The greeting card industry capitalizes on occasions to sell products; this is a perfect example of ________ segmentation.

A) lifestyle
B) benefit
C) usage situation
D) demographic
E) geographic

Question 43

Rate of usage is strongly related to two cognitive dimensions: product involvement and ________.

A) product awareness status
B) background
C) personality
D) awareness
E) country of origin

Question 44

Rosetta Car Rental exercises ________ when it stocks more convertible cars in California than in New York.

A) demographic segmentation
B) geographic segmentation
C) sociocultural segmentation
D) psychographic segmentation
E) usage-situation segmentation

Question 45

Acxiom databases track all of the following EXCEPT ________.

A) weight
B) vacation dreams
C) household health worries
D) education
E) fingerprints

Question 46

Research has shown that 25 percent of beer drinkers account for about 75 percent of all beer consumed. This is an example of a justification for ________ segmentation.

A) benefit
B) usage rate
C) psychographic
D) lifestyle
E) usage-situation

Question 47

What is the FIFTH step in the positioning process?

A) Create a positioning statement focused on the benefits and value that the product provides.
B) Determine the target market's preferred combination of attributes.
C) Define the market in which the product or brand competes, relevant buyers and competitors.
D) Develop a distinctive, differentiating, value-based positioning concept.
E) Research how consumers perceive competing offerings on relevant attributes.

Question 48

________ consists of looking at merchandise at a physical store, scanning its barcode with smartphones and using these devices to check the items' prices and purchase the items online.

A) Mobile Targeting
B) Geofencing
C) Psychographics
D) Showrooming
E) GPS marketing

Question 49

________ is a statement or slogan that describes a company's character without referring to its specific branded products.

A) Premier position
B) Positioning against competition
C) Umbrella positioning
D) Key attribute positioning
E) Un-owned perception positioning

Question 50

Campbell's slogan "soup is good food" is an example of ________.

A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

Question 51

________ are bits of computer code placed on browsers to keep track of online activity.

A) Data minerals
B) Candies
C) Cookies
D) Binodes
E) Geofences

Question 52

Sunshine Cruise Lines markets Adventure Cruises as a way to see multiple islands from the comfort of a single ship, alleviating the hassle of flying between islands and staying in a different hotel every couple of nights. Targeting consumers who view this convenience as appealing is an example of ________.

A) countersegmentation
B) cultural segmentation
C) usage rate segmentation
D) demographic segmentation
E) benefit segmentation

Question 53

Beyond flavor and the presence or absence of sugar, Nicorette offers a gum that will whiten your teeth while satisfying your nicotine craving and helping you quit smoking. This gum has been positioned on the basis of ________.

A) demographic segmentation
B) family life cycle segmentation
C) psychographic segmentation
D) mass marketing
E) benefit segmentation

Question 54

Home Depot uses its individual customer purchase history to design customized ads. This is an example of ________.

A) psychographic segmentation
B) geodemographic segmentation
C) countersegmentation
D) mass marketing
E) behavioral targeting

Question 55

________ segmentation differentiates among heavy users, medium users, light users, and nonusers of a specific product, service or brand.

A) Brand awareness
B) Brand loyalty
C) Usage rate
D) Sociocultural
E) Benefit

Question 56

What is the FOURTH step in the positioning process?

A) Create a positioning statement focused on the benefits and value that the product provides.
B) Determine the target market's preferred combination of attributes.
C) Define the market in which the product or brand competes, relevant buyers and competitors.
D) Develop a distinctive, differentiating, value-based positioning concept.
E) Research how consumers perceive competing offerings on relevant attributes.

Question 57

Whether or not consumers need to be informed about a product relates to consumers' ________.

A) awareness status
B) usage situation
C) attitude
D) usage rate
E) learning-involvement

Question 58

What is the THIRD step in the positioning process?

A) Create a positioning statement focused on the benefits and value that the product provides.
B) Determine the target market's preferred combination of attributes.
C) Define the market in which the product or brand competes, relevant buyers and competitors.
D) Develop a distinctive, differentiating, value-based positioning concept.
E) Research how consumers perceive competing offerings on relevant attributes.

Question 59

Which of the following is NOT tracked during online navigation to inform behavioral targeting?

A) the sites consumers visit
B) the pages consumers look at on a site
C) lifestyles and personalities
D) how often consumers return to a site
E) brick-and-mortar purchases

Question 60

________ are measures that predict consumers' future purchases on the basis of past buying information and other data.

A) Showroom analytics
B) Predictive analytics
C) Geofencing analytics
D) Social analytics
E) Consumer spying analytics

Question 61

MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum. Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000. Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55. Surveys suggest that these younger adults would use the museum more frequently, but do not have enough time due to the demands of their children and families. In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age. In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members. The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children.
In the MUSEUM MINI CASE, the most important differentiating factor between frequent and less frequent users is ________.

A) income
B) age
C) gender
D) education
E) stage of family life cycle

Question 62

What was the ultimate result of Oldsmobile's repositioning strategy, which tried to shift perceptions of Oldsmobile as an "old folks" car?

A) Oldsmobile shifted the image and identity of its brand, but did not sell more units.
B) Oldsmobile sold more units, but did not shift the image and identity of its brand.
C) Oldsmobile did not shift the image and identity of its brand, and GM stopped producing the brand.
D) Oldsmobile did not shift the image and identity of its brand, so GM tried a different position.
E) Oldsmobile shifted the image and identity of its brand and sold more units.

Question 63

________ is the process by which a company intentionally changes the distinct image and identity that its product or brand occupies in consumers' minds.

A) Premier position
B) Positioning against competition
C) Repositioning
D) Key attribute positioning
E) Umbrella positioning

Question 64

Positioning Avis using the claim that "We're No. 2. We Try Harder." was an example of ________.

A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

Question 65

RENTAL CAR MINI CASE: Rosetta Car Rental operates car rental lots at airports nationwide. It specifically targets vacationers and advertises in travel magazines and through travel websites with a campaign that emphasizes its quality customer service and well-maintained cars. Rosetta stocks its lots based on a number of factors, including climate and the type of activities it expects its renters to undertake. For example, Rosetta stocks more convertible cars in its warm California lots than in New York. Its Colorado lots stock a large number of station wagons, vans, and SUVs to accommodate skiers and snow-boarders and all their gear.
In the RENTAL CAR MINI CASE, Rosetta exercises ________ when it stocks more convertible cars in California than in New York.

A) demographic segmentation
B) geographic segmentation
C) sociocultural segmentation
D) psychographic segmentation
E) usage-situation segmentation

Question 66

The New York Times' positioning as "All the news that's fit to print" is an example of ________.

A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

Question 67

Which of the following is NOT one of the uses of perceptual maps?

A) Show marketers how consumers perceive their brand in relation to the competition.
B) Show consumers how they should perceive a marketer's brand in relation to the competition.
C) Allow marketers to determine the direction for altering undesirable consumer perceptions of a marketer's brand.
D) Allow marketers to find gaps, in the form of "un-owned" perceptual positions, that represent opportunities for new brands or products.
E) All of the above are uses of perceptual maps.

Question 68

What is one of the benefits of offering many product versions that provide distinct benefits and "fill" as many positions as possible in a product category?

A) lower need for shelf space
B) lower production costs
C) creating lower margins for the firm
D) creating barriers to competitive entry and market penetration
E) All of the above are benefits for product line extensions.

Question 69

Positioning Bounty, a paper towels brand, as "the quicker picker upper" is an example of ________.

A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

Question 70

When Healthy Choice positions its products as more nutritional than Italian sub sandwiches and prepared salads, which type of positioning is it using?

A) umbrella positioning
B) premier position
C) positioning against competition
D) un-owned position
E) predictive positioning

Question 71

CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to seven-day cruises along five Caribbean routes. It has developed a reputation as a party cruise operator and the majority of its revenue comes from vacationing college students. This type of customer demand is highly cyclical, and Sunshine finds that repeat purchase is high while its consumers are in college, but practically disappears after graduation. In an effort to encourage its customers to continue taking Sunshine Cruises after they have graduated, the cruise operator has begun offering Adventure Cruises, with port stops on islands known for eco-tourism and biodiversity, both on land and off shore, appealing to young professionals who like to hike and scuba dive or snorkel. In contrast to its party cruises, Sunshine focuses its marketing message for Adventure Cruises on activities at port stops and the convenience of being able to explore several Caribbean destinations from the comfort of a single ship. Adventure Cruises are roughly 15% more expensive than party cruises, priced to discourage a raucous college-age party crowd, and do not allow children under 18. The first season of Adventure Cruises was a great success and, much to Sunshine's surprise, attracted not only the intended young professional crowd, but also many empty nester couples that were looking for a reasonably priced, active vacation.
In the CRUISE MINI CASE, of the eight VALS segments, Sunshine is most likely targeting ________ with its new Adventure Cruises.

A) Makers
B) Survivors
C) Experiencers
D) Strivers
E) Believers

Question 72

Positioning Joy (a fragrance brand)as "the costliest perfume in the world" is an example of ________.

A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

Question 73

Yellow Tail wines changed its taglines from "Open for everything" and "Tails, you win" to "The go to" as part of its ________.

A) premier position
B) positioning against competition
C) repositioning
D) key attribute positioning
E) umbrella positioning

Question 74

________ is constructing a map-like diagram representing consumers' perceptions of competing brands along relevant product attributes.

A) Perceptual mapping
B) Umbrella mapping
C) Reposition mapping
D) Attribute mapping
E) Umbrella positioning

Question 75

CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to seven-day cruises along five Caribbean routes. It has developed a reputation as a party cruise operator and the majority of its revenue comes from vacationing college students. This type of customer demand is highly cyclical, and Sunshine finds that repeat purchase is high while its consumers are in college, but practically disappears after graduation. In an effort to encourage its customers to continue taking Sunshine Cruises after they have graduated, the cruise operator has begun offering Adventure Cruises, with port stops on islands known for eco-tourism and biodiversity, both on land and off shore, appealing to young professionals who like to hike and scuba dive or snorkel. In contrast to its party cruises, Sunshine focuses its marketing message for Adventure Cruises on activities at port stops and the convenience of being able to explore several Caribbean destinations from the comfort of a single ship. Adventure Cruises are roughly 15% more expensive than party cruises, priced to discourage a raucous college-age party crowd, and do not allow children under 18. The first season of Adventure Cruises was a great success and, much to Sunshine's surprise, attracted not only the intended young professional crowd, but also many empty nester couples that were looking for a reasonably priced, active vacation.
In the CRUISE MINI CASE, Sunshine markets Adventure Cruises as a way to see multiple islands from the comfort of a single ship, alleviating the hassle of flying between islands and staying in a different hotel every couple of nights. Targeting consumers who view this convenience as appealing is an example of ________.

A) countersegmentation
B) cultural segmentation
C) usage rate segmentation
D) demographic segmentation
E) benefit segmentation

Question 76

MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum. Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000. Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55. Surveys suggest that these younger adults would use the museum more frequently, but do not have enough time due to the demands of their children and families. In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age. In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members. The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children.
In the MUSEUM MINI CASE, dividing museum attendees into frequent users, less frequent users, and non-users is known as ________.

A) geographic segmentation
B) benefit segmentation
C) usage rate segmentation
D) sociocultural segmentation
E) psychographic segmentation

Question 77

When Fage Yogurt emphasizes its yogurt's thickness, which two positioning strategies was it using?

A) key attribute and premier position
B) premier position and umbrella positioning
C) un-owned position and umbrella positioning
D) key attribute and un-owned position
E) key attribute and umbrella positioning

Question 78

McDonald's slogans "You deserve a break today," "Make every time a good time," and "I'm Lovin' It" are examples of ________.

A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

Question 79

MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum. Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000. Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55. Surveys suggest that these younger adults would use the museum more frequently, but do not have enough time due to the demands of their children and families. In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age. In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members. The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children.
In the MUSEUM MINI CASE, the museum's approach to promoting its new children's programming is best described as ________.

A) countersegmentation
B) mass marketing
C) narrowcasting
D) concentrated marketing
E) demographic segmentation

Question 80

________ focuses on a brand's exclusivity to give the consumer a reason to buy the product.

A) Premier position
B) Positioning against competition
C) Umbrella positioning
D) Key attribute positioning
E) Un-owned perception positioning