Question 1

Tesla is known for its introduction of unique new products. Tesla uses a ________ positioning strategy.

Accepted Answer

A)  technical innovation 
B)  head-on 
C)  brand dominance 
D)  product differentiation 
E)  lifestyle

Question 2

What is behavioural targeting? Provide a definition and then give an example (which is not in the text) that demonstrates your understanding of this tool.

Accepted Answer

The answer of What is behavioural targeting? Provide a definition...

Question 3

Niche marketing is equally suited to large companies and small companies.

Accepted Answer

A) True 
 B)False

Question 4

Procter & Gamble markets six laundry detergents to appeal to different consumer needs in the laundry detergent market. What market positioning strategy are Procter & Gamble practising?

Accepted Answer

A)  brand leadership 
B)  lifestyle 
C)  product differentiation 
D)  head-on 
E)  innovative

Question 5

Positioning strategies are determined only after the target market has been identified and a product developed to meet the needs of that target.

Accepted Answer

A) True 
 B)False

Question 6

Age is a sub-segment of demographic segmentation.

Accepted Answer

A) True 
 B)False

Question 7

Demographic segmentation divides a market according to the activities, interests, and opinions of consumers.

Accepted Answer

A) True 
 B)False

Question 8

Segmentation strategies are based on the premise that

Accepted Answer

A)  mass marketing isn't as profitable. 
B)  reaching distinct segments is always more cost efficient. 
C)  various media offer better discounts for companies targeting specific segments. 
D)  there is always more wasted media coverage when appealing to the mass market. 
E)  it is preferable to tailor strategies to distinct user groups where the competition may be less.

Question 9

BMW is a luxury car that appeals to "bold achievers."What positioning strategy does this represent?

Accepted Answer

A)  innovation 
B)  lifestyle 
C)  product differentiation 
D)  brand leadership 
E)  demographic

Question 10

Five different positioning strategies were discussed in your text. List these and provide an example of a product that has been positioned using each strategy. Provide an explanation to justify your examples.

Accepted Answer

The answer of Five different positioning strategies were discussed in...

Question 11

Lisa's long, curly hair can be difficult to manage. When she purchases hair care products, she is looking for something that will tame her hair. Lisa is part of a marketing segment that is based on

Accepted Answer

A)  usage rate. 
B)  benefits sought. 
C)  occasion for use. 
D)  market differentiation. 
E)  degree of brand loyalty.

Question 12

Segmentation according to the activities, interests, and opinions of consumers is referred to as

Accepted Answer

A)  lifestyle marketing. 
B)  psychographic segmentation. 
C)  demographic segmentation. 
D)  lifestyle segmentation. 
E)  geodemographic segmentation.

Question 13

What percent of the Canadian population does Statistics Canada anticipate visible minorities will represent by 2017?

Accepted Answer

A)  10% 
B)  15% 
C)  20% 
D)  25% 
E)  30%

Question 14

Which of the following occurs when a company seeks out opinions from customers and lets the consumer interact with and make changes to the brand?

Accepted Answer

A)  behavioural targeting 
B)  psychographic marketing 
C)  market segmentation 
D)  mass marketing 
E)  brand democratization

Question 15

Head & Shoulders dandruff shampoo follows a benefits-sought segmentation strategy.

Accepted Answer

A) True 
 B)False

Question 16

What kind of positioning strategy is the "Pepsi Challenge"?

Accepted Answer

A)  challenger 
B)  product differentiation 
C)  comparison 
D)  head-on 
E)  lifestyle

Question 17

Home Depot has drawn large crowds to its workshops offered in Cantonese in Richmond, British Columbia, and Punjabi in Brampton, Ontario. What segmentation variable are they using?

Accepted Answer

A)  behavioural 
B)  geographic 
C)  demographic 
D)  psychographic 
E)  niche marketing

Question 18

A market is

Accepted Answer

A)  a geographical area where products are sold. 
B)  a group of people who have similar needs for a product or service. 
C)  a group of people with similar characteristics. 
D)  a group of consumers who are brand loyal. 
E)  an organization of companies who buy cooperatively.

Question 19

Marketers tailor their marketing strategies to distinct user groups where ________ and opportunities can be greater.

Accepted Answer

A)  distribution networks are established 
B)  competition may be less 
C)  they have more experience with the products 
D)  advertising costs are less 
E)  products are mature

Question 20

Nike's website, which enables shoppers to design their own shoes including colour and personalizing the tongue with a word or phrase, is an example of mass customization.

Accepted Answer

A) True 
 B)False

Exam 7: Market Segmentation and Target Marketing

Tesla is known for its introduction of unique new products. Tesla uses a ________ positioning strategy.

What is behavioural targeting? Provide a definition and then give an example (which is not in the text) that demonstrates your understanding of this tool.

Niche marketing is equally suited to large companies and small companies.

Procter & Gamble markets six laundry detergents to appeal to different consumer needs in the laundry detergent market. What market positioning strategy are Procter & Gamble practising?

Positioning strategies are determined only after the target market has been identified and a product developed to meet the needs of that target.

Age is a sub-segment of demographic segmentation.

Demographic segmentation divides a market according to the activities, interests, and opinions of consumers.

Segmentation strategies are based on the premise that

BMW is a luxury car that appeals to "bold achievers."What positioning strategy does this represent?

Five different positioning strategies were discussed in your text. List these and provide an example of a product that has been positioned using each strategy. Provide an explanation to justify your examples.

Lisa's long, curly hair can be difficult to manage. When she purchases hair care products, she is looking for something that will tame her hair. Lisa is part of a marketing segment that is based on

Segmentation according to the activities, interests, and opinions of consumers is referred to as

What percent of the Canadian population does Statistics Canada anticipate visible minorities will represent by 2017?

Which of the following occurs when a company seeks out opinions from customers and lets the consumer interact with and make changes to the brand?

Head & Shoulders dandruff shampoo follows a benefits-sought segmentation strategy.

What kind of positioning strategy is the "Pepsi Challenge"?

Home Depot has drawn large crowds to its workshops offered in Cantonese in Richmond, British Columbia, and Punjabi in Brampton, Ontario. What segmentation variable are they using?

A market is

Marketers tailor their marketing strategies to distinct user groups where ________ and opportunities can be greater.

Nike's website, which enables shoppers to design their own shoes including colour and personalizing the tongue with a word or phrase, is an example of mass customization.