WorksheetsSegmentation, Targeting and Positioning
Total questions: 15
Worksheet time: 9mins
A strategy in which a marketing department focuses its efforts on a specific market niche.
(a)
When a company changes its existing brand or product status in the market, this is referred to as?
Repositioning
Marketing Positioning
Target Market
Market Positioning
(a) uses as variables demographic segmentation, purchasing strategies, operating characteristics, situational factors, and individual traits.
Company size, geographic locations, purchasing circumstances, decision-making stage, benefit segmentation, institutional types, purchasing strategies, and the purchasing company's business model are among the variables.
Macro Segmentation
Demographic Segmentation
Marketing Segmentation
Micro Segmentation
The criteria for the effectiveness of segmentation are the following, EXCEPT?
Congruous
Unmeasurable and unobtainable
Appropriate
Valid
It represents a group of people who are similar in their needs, perceptions, and interests as well as in their expectations of businesses or marketers.
Target Product
Target Market
Item and Selection
Market Segmentation
The following, EXCEPT, are the reasons for market segmentation.
Effortless business operations
Gain share of the market segment
Retain more customers
Enhanced profits of business
(a) is the process of ensuring that a product holds a distinct, appealing position in relation to rival products in the minds of the target market. It depends on differentiation.
The factors that influence purchasing decisions include the structure of the decision-making unit and supplier attitudes.
Market Segmentation
Macro Segmentation
Micro Segmentation
Bonoma and Shapiro Segmentation Model
(a) is carried out as a result of significant environmental changes or declining performance.
According to Attractive Positioning that can be targeted, what does heterogeneous mean?
Is across segments simply members in different segments have fundamental differences and act accordingly.
Is a product that has different characteristics compared to other products.
Is the company's assets.
Is a group wherein members have similar attitudes, buying criteria, media habits, etc.
It is the first step in identifying a target market when the overall group is divided into two or more groups, each of which shares some traits.
Market Segmentation
Behavioral Segmentation
Psychological Segmentation
Undifferentiated Segmentation
Segmenting the audience based on personality, way of life, and attitude.
Geographic segmentation
Psychological segmentation
Behavioral segmentation
Demographic segmentation
A mass-market philosophy would be appropriate because the market is one big group with no segments.
Concentrated
Undifferentiated
Multi-Segment Targeting
Positioning
A strategy that concentrates on multiple market segments, i.e. Nescafe, Honda, and Toyota.
Concentrated
Multi-Segment Targeting
Micro Segmentation
Bonoma and Shapiro Segmentation Model
