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Worksheetsmarket segmentation, targeting and positioning
Total questions: 27
Worksheet time: 23mins
The process of classifying people who forma given market into even smaller groups is called:
market development
mass marketing
consumer market
macro-marketing
market segmentation
When Campbell's makes nacho cheese soup for Texas and Cajun gumbo soup for Louisiana, what kind of segmentation is it practicing?
Geographic
Psychographic
Behavioral
Demographic
Political
Which segmentation method is NOT considered to be in the category of "psychographic segmentation"
beliefs
personality
occupation
lifestyle
Interests
All of these are considered to be major variables for segmenting markets EXCEPT...
Geographic
Demographic
Behavioral
Moods
Psychographic
Carefully arranging for a product or service to occupy a clear, distinctive, and desirable place relative to competing products or services in the minds of target consumers is called...
mass marketing
target marketing
market segmentation
green marketing
positioning
If a firm were to obtain information about light, medium, and heavy users of a product or service, what kind of segmentation would they be practicing?
Geographic
Behavioral
Demographic
Psychographic
Geodemographic
Which way is NOT a major variable for segmenting a market?
Geographic
Demographic
Behavioral
Moods
Psychographic
A menswear store has decided to segment its market based on gender, income, and occupation. Which of the following would appropriately describe their form of segmentation?
Geographic Segmentation
Demographic Segmentation
Benefit Segmentation
Behavioral Segmentation
Psychographic Segmentation
The Corner Coffee Shop, a local coffee shop which also sells breakfast and lunch sandwiches and sundries, wants to divide its entire market into different groups. One group is for those who like regular coffee, another for those who want food and coffee, and so on. They want to develop a different marketing mix for each of these groups. This process of dividing consumers into different groups with similar needs is called:
Positioning
Market
Segmenting
Combining
Marketing
The major benefit of following an undifferentiated approach is:
less competition
cost economies
greater profit
greater consumer satisfaction
broad product lines
A(n) ___________ market is characterized by a fairly narrowly defined market with a complete and distinct set of needs, and a willingness to pay a premium to meet those needs.
local
niche
individual
derived
homogeneous
Which of the following is an example of individual marketing?
the customization of a computer database to meet the needs of a client company
the providing of a multi-use computer database software program that will perform nearly all the operations a typical company would need it to perform
the development of database software designed specifically for healthcare professionals
the identification of an unserved, small group of companies who need database software and the specific marketing activities aimed at this group
the use of a web site where a customer reviews a product catalog, selects what is wanted, types in modifications desired, and places an order
Which of the following statements is true about positioning strategies?
not all products can be differentiated.
a product that is not positioned as superior, distinctive, preemptive, or affordable will succeed if it is implemented correctly.
the end result of positioning is the successful creation of a market-focused value proposition.
positioning strategies must stress real benefits or they will fail.
all brand differentiation strategies are meaningful and worthwhile.
A small, private college advertises that, "Students will receive a Harvard quality education for a state university tuition." This is an example of _________________ positioning.
quality/price
benefit
competitor
use/application
product category
Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation.
image
customer
end-user
benefit
geographic
Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation.
benefit
user status
usage rate
psychographic
occasions
The major benefit of following an undifferentiated approach is:
less competition
cost economies
greater profit
greater consumer satisfaction
broad product lines
Traditionally, mass marketing of a consumer product results in:
the largest potential market for that product
increased product prices due to the lack of differentiation and decreased competition
easier channel selections
fewer competitors because there are fewer markets
lower profit margins
The first step in market segmentation is:
the determination of segment profitability
needs-based segmentation
segment identification
the use of predetermined segment attractiveness criteria
segment positioning
