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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
Target Market
Marketing Positioning
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
Marketing Segmentation
Demographic Segmentation
Micro Segmentation
The criteria for the effectiveness of segmentation are the following, EXCEPT?
Congruous
Appropriate
Unmeasurable and unobtainable
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
Item and Selection
Target Market
Market Segmentation
The following, EXCEPT, are the reasons for market segmentation.
Effortless business operations
Retain more customers
Gain share of the market segment
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
Micro Segmentation
Macro 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 the company's assets.
Is a product that has different characteristics compared to other products.
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
Psychological Segmentation
Behavioral Segmentation
Undifferentiated Segmentation
Segmenting the audience based on personality, way of life, and attitude.
Geographic segmentation
Behavioral segmentation
Psychological segmentation
Demographic segmentation
A mass-market philosophy would be appropriate because the market is one big group with no segments.
Concentrated
Multi-Segment Targeting
Undifferentiated
Positioning
A strategy that concentrates on multiple market segments, i.e. Nescafe, Honda, and Toyota.
Concentrated
Micro Segmentation
Multi-Segment Targeting
Bonoma and Shapiro Segmentation Model
