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| 1 | |
The Segmentation, Targeting and Positioning Process is not always linear, but the final stage is to: |
| | A) | Identify and develop a positioning strategy. |
| | B) | Select a target market. |
| | C) | Describe the segments. |
| | D) | Establish the strategy or objectives. |
| | E) | Evaluate the segment attractiveness. |
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| 2 | |
A firm's __________________ must be consistent with and derived from the firm's mission and objectives, as well as its current situation. |
| | A) | multi-dimensional scaling |
| | B) | SWOT analysis |
| | C) | self-awareness |
| | D) | values and attitudes statement |
| | E) | segmentation strategy |
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| 3 | |
A firm can choose from a variety of segmentation strategies to choose. Which of the following is NOT a segmentation strategy? |
| | A) | peripheral concentration strategy |
| | B) | mass marketing |
| | C) | differentiated |
| | D) | concentrated |
| | E) | micromarketing |
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| 4 | |
A firm may choose from a number of segmentation methods. Which of the following is NOT one of the choices? |
| | A) | loyalty segmentation |
| | B) | benefits segmentation |
| | C) | psychographic segmentation |
| | D) | sociocultural segmentation |
| | E) | geodemographic segmentation |
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| 5 | |
Marketers like Benetton want their ads to appeal to one's _____________, suggesting to consumers "I'm like them, so I should buy their products." |
| | A) | self-awareness |
| | B) | self-concept |
| | C) | loyalty |
| | D) | life cycle |
| | E) | physiological needs. |
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| 6 | |
Best Years Travel targeted consumers living in New York City who were over 50 years of age. Best Years was using _______________ segmentation. |
| | A) | benefit |
| | B) | self-actualization |
| | C) | psychographic |
| | D) | loyalty |
| | E) | geodemographic |
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| 7 | |
One reason Forever Green Lawn Service uses ___________________ segmentation is because finding new customers is highly costly. |
| | A) | demographic |
| | B) | feature |
| | C) | psychographic |
| | D) | loyalty |
| | E) | geographic |
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| 8 | |
Each segmentation method has advantages and disadvantages, giving the marketer a great deal of choice. For even greater flexibility, marketers can: |
| | A) | use multiple segmentation methods. |
| | B) | limit the choices competitors can make. |
| | C) | create a customized method based on each element of the marketing mix. |
| | D) | switch from method to method in the middle of a campaign as conditions warrant. |
| | E) | All of the above. |
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| 9 | |
Once a marketer has selected potential market segments for the product or service, he or she can evaluate each segment to determine if it is: __________________ |
| | A) | substantial. |
| | B) | responsive. |
| | C) | profitable. |
| | D) | reachable. |
| | E) | all of the above. |
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| 10 | |
Which of the following would be used in calculating the profitability of a segment? |
| | A) | fixed costs. |
| | B) | segment size. |
| | C) | segment adoption percentage. |
| | D) | profit margin percentage. |
| | E) | all of the above. |
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| 11 | |
When selecting a target market, a marketer should: |
| | A) | examine the competitors' annual reports to determine their objectives. |
| | B) | make sure he or she is complying with all federal and state targeting regulations. |
| | C) | evaluate the attractiveness of each potential new customer. |
| | D) | match the firm's competency with a market segment's attractiveness. |
| | E) | make sure the product meets the safety standards of the target market. |
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| 12 | |
Once segmenting and targeting have been completed, the marketer turns to _____________, often using a perceptual map to display graphically the customers' perceptions of the product and the competitors' products. |
| | A) | validating |
| | B) | displaying |
| | C) | branding |
| | D) | positioning |
| | E) | repositioning |
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