Question 1

Which company was highlighted in the text because it interviewed 3,000 consumers and created five distinct segments that it could then target in different ways, customizing lifestyle segmentation with a particular focus?

Accepted Answer

A) Estée Lauder 
B) Folgers 
C) Mobil 
D) Pillsbury

Question 2

When formulating a positioning strategy, a multiple-benefits approach is strongly suggested to satisfy many markets
at the same time, because it alerts consumers to a wide array of diverse functions and positive consequences related to the product.

Accepted Answer

A) True 
 B)False

Question 3

Spending advertising dollars to get "switchers" to buy your brand may seem like a good idea, but it often results in
only one-time or random purchases.

Accepted Answer

A) True 
 B)False

Question 4

The Folgers team aligned its marketing mix in a design that would represent a particular identity, showcasing certain themes and values, shaped to gain distinctive approval from the just-graduated-20-somethings.This demonstrates the process of

Accepted Answer

A) switching. 
B) commoditization. 
C) segmenting. 
D) singularization.

Question 5

Thorson and Moore place as the paramount apex in their model.

Accepted Answer

A) specification of the brand's value proposition 
B) identification and specification of the target segment 
C) identification of the various persuasion tools that may be deployed as part of the campaigns 
D) specification of niche segments within larger segments

Question 6

A is a core idea that frames an ambition or aspiration for a brand that will be relevant to target audiences
Over time.

Accepted Answer

A) brand extension 
B) brand orientation 
C) brand initial 
D) brand platform

Question 7

The Folgers brand team looked at the diverse market of all coffee drinkers, then broke it down by age.When the team chose to focus on just-graduated-20-somethings, it was

Accepted Answer

A) benefit positioning. 
B) positioning. 
C) targeting. 
D) segmenting.

Question 8

The positioning model from Anne Bahr constitutes the overlapping of the proposition for the brand and persuasion tools.

Accepted Answer

A) True 
 B)False

Question 9

What is a positioning strategy? Explain the the Bahr-InterBrand positioning opportunity method.

Accepted Answer

The answer of What is a positioning strategy? Explain the...

Question 10

When ad agency professionals are creating a campaign for a huge global retail firm with complex value propositions,
in all likelihood, no single ad can be expected to reflect all aspects of the brand's value.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is true of segment selection?

Accepted Answer

A) The number of heavy users in a segment is usually very large. 
B) It is enough to assess the size of a segment to select it as a company's target segment. 
C) Growth potentials for all segments are generally very low. 
D) Marketers are inclined to devote resources to segments projected for dramatic growth.

Question 12

are consumers who are so committed to a brand that their consumer behavior toward it borders on the pathological.

Accepted Answer

A) Emergent consumers 
B) Variety seekers 
C) Switchers 
D) Brand-freaks

Question 13

Climate, topography, community size, and national region have been found to make dramatic differences in consumption, including habits involving eating and food preparation, entertainment, and recreation.This is the basis of segmentation.

Accepted Answer

A) psychographic 
B) commitment-level-based 
C) geographic 
D) demographic

Question 14

The use of psychographics to focus on differences in consumers' activities, interests, and opinions usually results in segmentation.

Accepted Answer

A) heavy-user-focused 
B) benefit 
C) geographic 
D) lifestyle

Question 15

A powerful value proposition in most situations today includes functional, emotional, and self-expressive benefits,

Accepted Answer

A) though only tangible product benefits are truly emphasized. 
B) though no single ad can reflect all three aspects. 
C) all of which must be included in a given advertising campaign. 
D) though children are excluded because their decision making is controlled by parents.

Question 16

Brownsworth Brothers Coffee is a mail-order business run by two brothers directly from their Hawaiian plantation.
They have targeted heavy users in the past, but they're considering a new focus on college students.They are considering switching target segments even though this group is comprised largely of people who don't drink coffee, or have just started to drink coffee and don't consume anywhere near as much as the heavy users.What are the disadvantages of the heavy-user strategy? What term is used to describe the college students the company is considering targeting? What are the advantages of targeting this new segment?

Accepted Answer

The answer of Brownsworth Brothers Coffee is a mail-order business...

Question 17

When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market.

Accepted Answer

A) True 
 B)False

Question 18

Psychographic segmentation focuses on the inner mindset of consumers rather than outer aspects of their lives such as activities, interests, and lifestyles.

Accepted Answer

A) True 
 B)False

Question 19

The American Pork Producers has been running a long-term campaign with the tagline "Pork.The other white meat." This is an example of

Accepted Answer

A) lifestyle segmentation. 
B) demographic segmentation. 
C) benefit positioning. 
D) competitive positioning.

Question 20

Companies can do well by spending advertising dollars to target nonusers over other user groups, since they offer the highest level of opportunity.

Accepted Answer

A) True 
 B)False

Exam 6: Market Segmentation Positioning and the Value Proposition

Which company was highlighted in the text because it interviewed 3,000 consumers and created five distinct segments that it could then target in different ways, customizing lifestyle segmentation with a particular focus?

When formulating a positioning strategy, a multiple-benefits approach is strongly suggested to satisfy many markets at the same time, because it alerts consumers to a wide array of diverse functions and positive consequences related to the product.

Spending advertising dollars to get "switchers" to buy your brand may seem like a good idea, but it often results in only one-time or random purchases.

The Folgers team aligned its marketing mix in a design that would represent a particular identity, showcasing certain themes and values, shaped to gain distinctive approval from the just-graduated-20-somethings.This demonstrates the process of

Thorson and Moore place as the paramount apex in their model.

A is a core idea that frames an ambition or aspiration for a brand that will be relevant to target audiences Over time.

The Folgers brand team looked at the diverse market of all coffee drinkers, then broke it down by age.When the team chose to focus on just-graduated-20-somethings, it was

The positioning model from Anne Bahr constitutes the overlapping of the proposition for the brand and persuasion tools.

What is a positioning strategy? Explain the the Bahr-InterBrand positioning opportunity method.

When ad agency professionals are creating a campaign for a huge global retail firm with complex value propositions, in all likelihood, no single ad can be expected to reflect all aspects of the brand's value.

Which of the following is true of segment selection?

are consumers who are so committed to a brand that their consumer behavior toward it borders on the pathological.

Climate, topography, community size, and national region have been found to make dramatic differences in consumption, including habits involving eating and food preparation, entertainment, and recreation.This is the basis of segmentation.

The use of psychographics to focus on differences in consumers' activities, interests, and opinions usually results in segmentation.

A powerful value proposition in most situations today includes functional, emotional, and self-expressive benefits,

When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market.

Psychographic segmentation focuses on the inner mindset of consumers rather than outer aspects of their lives such as activities, interests, and lifestyles.

The American Pork Producers has been running a long-term campaign with the tagline "Pork.The other white meat." This is an example of

Companies can do well by spending advertising dollars to target nonusers over other user groups, since they offer the highest level of opportunity.