Deck 3: Segmentation, Targeting, and Positioning

Question 1

Without a focus on segmentation, organizations in competitive markets become ______.

A) efficient by avoiding unnecessary expenses
B) inefficient and risk failure
C) efficient and more competitive
D) inefficient and avoid misclassifying prospective customers

Answer 1

B

Question 2

Members of a market segment are ______.

A) heterogenous
B) isogamous
C) amalgamous
D) homogenous

Answer 2

D

Question 3

Forrester's Empowered Customer Segmentation Framework includes all of the following characteristics EXCEPT ______.

A) willingness to purchase
B) self-efficacy
C) information savviness
D) device usage

Answer 3

A

Question 4

A disadvantage of the firmographics market segmentation bases is ______.

A) limited understanding of buyer behaviour and purchasing patterns
B) limited insights into the underlying motives and needs driving market behaviour
C) inaccessible data
D) grouping markets by descriptive characteristics, answering "how" questions

Question 5

The segmentation procedure includes ______.

A) setting segmentation focuses
B) identifying objectives relevant for the project scope
C) assessing segmentation ineffectiveness
D) identifying data sources and collecting data

Question 6

All of the following are stages in a job map for the Jobs-To-Be-Done-Theory EXCEPT ______.

A) monitor
B) determine
C) locate
D) prepare

Question 7

Which of the following targeting strategies is most commonly used?

A) marketing automation strategy
B) mass marketing
C) multi-segment strategy
D) concentration strategy

Question 8

The target market relative attractiveness of segments can be assessed using all of the following characteristics EXCEPT ______.

A) inaccessible
B) substantial
C) durable
D) actionable

Question 9

Customer journeys and buyer personas are developed for each target segment once target segments are ______.

A) differentiated
B) selected
C) identified
D) accessible

Question 10

Which technology makes personalization at the individual level possible?

A) artificial intelligence
B) cloud computing
C) digital analytics
D) edge computing

Question 11

An assertion of the reasons the target market should choose a brand's offer is known as a ______.

A) positioning statement
B) value proposition
C) mission statement
D) target proposition

Question 12

Which of the following are required to identify the positioning strategy?

A) points of differentiation and points of parity
B) unique selling proposition and competitive frame of reference
C) points of parity and points of differentiation
D) competitive frame of reference and points of differentiation

Question 13

The positioning base with brand image, ideal self, and symbolism descriptive options is referred to as ______.

A) emotion
B) transformational
C) values
D) principles

Question 14

Creating a positioning map requires which three steps?

A) define the market, choose the two dimensions, and plot the positions of each brand
B) define the market, choose the four quadrants, and plot the positions of each competing brand
C) define the market, choose the two dimensions, and plot the positions of each competing brand
D) define the market, choose the four quadrants, and plot the positions of each brand