Which of the following is NOT a type of behavioral customer segmentation?

• User status

• Occasion

• Needs

• Benefit

What is included in the Positioning statement but NOT in the Value Proposition statement?

• Target and Frame of Reference

• Frame of Reference and Key Benefit

• Key Benefit and Reasons to Believe

• Target and Reasons to Believe

Deciding to start selling products online is a decision that concerns...

• Promotion

• Place

• Price

• Product

A company that links everything to one master brand is an example of a...

• Branded house

• Hybrid model

• Single brand

• House of brands

What is the recommended marketing strategy for True Friends?

• Offer them product discounts

• Invest to increase their share

• Turn them into brand advocates

• Don't invest because they already are true friends

Which are the two dimensions around which the Growth Pathway framework is built?

• Markets and Products

• Market Growth and Market Share

• Market Growth and Products

• Brand and Products

If your brand is in a LOW-growth market but has a HIGH market share, it is considered a:

• Dog

• Star

• Cash Cow

• Question Mark

Which of these is an explicit part of a company’s value proposition?

• Their SMART metrics

• Their corporate culture

• Their cost structure

• Their capabilities

Including fries and a soft drink with every McDonalds Happy Meal is an example of:

• The Product P

• The Place P

• The Promotion P

• The Price P

A company launches a marketing campaign on TikTok specifically targeting Gen Zs. Which of these best describes their basis for segmenting customers?

• Psychographic

• Behavioral

• Demographic

• Needs-based