Market Segmentation and Positioning Quiz

In China, Starbucks offers tea-based drinks featuring regional ingredients. On what basis has Starbucks segmented its market?

• Demographic

• Behavioral

• Geographic

• Psychographic

A travel agency offers adventure trips like hut-to-hut camping in the mountains as well as quieter vacations in all-inclusive resorts. On what basis has the travel agency segmented its market?

• Psychographic

• Demographic

• Behavioral

• Geographic

Road Scholar is an American not-for-profit organization that provides educational travel programs geared primarily to older adults. On what basis has Road Scholar segmented the market?

• Geographic

• Psychographic

• Demographic

• Behavioral

Garnier offers a wide range of shampoos, including hydrating shampoo, smoothing shampoo, color-safe shampoo, volumizing shampoo, and more. On what basis has Garnier segmented the market?

• Geographic

• Psychographic

• Behavioral

• Demographic

Which essential factor in selecting a target market refers to the ability to accurately determine the size of the market in terms of either sales volume or number of customers?

• Actionable

• Differentiable

• Measurable

• Substantial

M&M's addresses people of all ages and appeals to everyone looking for sweets (that melt in your mouth, not in your hand). What target marketing strategy does M&M's use?

• Differentiated marketing

• Concentrated marketing

• Undifferentiated marketing

• Micromarketing

Lefty's is a retail shop that makes specific products like left-handed scissors and left-handed notebooks for the population of left-handed people. What target marketing strategy does Lefty's use?

• Undifferentiated marketing

• Differentiated marketing

• Concentrated marketing

• Micromarketing

A running shoe company specializes in designing sustainable sneakers from recycled and renewable materials for athletes who care about the environment, as well as performance models of running shoes with less cushioning for runners who are concerned with speed. What target marketing strategy does the running company use?

• Concentrated marketing

• Undifferentiated marketing

• Differentiated marketing

• Micromarketing

Which of the following BEST describes a positioning statement?

• It is a brief description of your offering, how it meets the needs of a consumer, and why it is superior to your competitor's offerings.

• It sets forth the group(s) of people with shared characteristics that you've identified as potential customers for your products.

• It defines where your offering fits in the marketplace and why it is better than competitors' offerings.

• It is a visual tool designed to demonstrate the perception of your offerings by the average target market consumer vis-a-vis your competitors' offerings.

The STP process is an acronym for ________.

• segmentation, targeting, and positioning

• screening, targeting, and promotion

• sampling, test marketing, and publicity

• segmentation, training, and promotion