Question 1

At one time Miller Beer was known as the "champagne of bottled beer." Unfortunately, Miller drinkers did not drink much beer. To increase sales, Miller was repositioned to attract the members of the middle working class. This segmentation approach is ________.
A) user loyalty
B) usage rate
C) needs
D) behavioral
E) psychographic

Accepted Answer

The segmentation approach used by Miller Beer is psychographic, as it involves repositioning the brand to appeal to a specific lifestyle and social class, in this case, the middle working class.

Question 2

Recognizing that some people eat cereal because of its nutritional value, some people eat cereal because it is easy to prepare, and some eat cereal because it tastes good is part of the ________ process.
A) perceptual map
B) segmentation
C) customerization
D) differentiation
E) positioning

Accepted Answer

Recognizing the different reasons why people consume cereal is a key aspect of market segmentation, which involves dividing a larger market into smaller groups of consumers with similar needs or characteristics.

Question 3

Which type of positioning is based on the attributes of products or services and their corresponding benefits?
A) unique
B) symbolic
C) functional
D) experiential
E) optimized

Accepted Answer

Functional positioning is based on the attributes and benefits of products or services. This type of positioning focuses on the product's features and how these features benefit the customer.

Question 4

For Hyundai Corporation, customers who care about the price of a car and its operating economy make up one ________.
A) market position
B) value network
C) market segment
D) customer extension
E) value chain

Accepted Answer

The question is referring to a specific group of customers with similar characteristics or needs. This is known as a market segment, which is option C. Option A (market position) refers to how a company is positioned in relation to its competitors. Option B (value network) refers to the network of suppliers, manufacturers, etc. involved in producing and delivering a product. Option D (customer extension) refers to expanding a company's customer base by targeting new demographics. Option E (value chain) refers to the process of creating and delivering a product to the customer.

Question 5

Which group determines a product's position relative to competing products?
A) manufacturers
B) wholesalers
C) retailers
D) consumers
E) suppliers

Accepted Answer

Consumers determine a product's position relative to competing products through their purchasing choices and perceptions. They decide which products they prefer over others, influencing market trends and product positioning.

Question 6

You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is differentiated and positioned. This full positioning of the brand is called ________.
A) its value proposition
B) target marketing
C) brand optimization
D) its value profile
E) differentiated marketing

Accepted Answer

A brand's value proposition is the full positioning of the brand that communicates the unique mix of benefits it provides to its target audience. It is a statement that summarizes the benefits and value that the brand promises to deliver to its customers. Therefore, creating the perfect ad that effectively communicates the brand's unique benefits and value is essentially communicating the brand's value proposition.

Question 7

Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it, and mass promotes it. This firm uses ________ marketing.
A) segmented
B) undifferentiated
C) focused
D) differentiated
E) concentrated

Accepted Answer

Jolene Enterprises is using undifferentiated marketing, which means that they are targeting a broad customer base with a single marketing mix. This is evident from their mass production, distribution, and promotion of the all-purpose floor cleaner without catering to specific segments of the market.

Question 8

When Burger King targets children, teens, adults, and seniors with different ads in different media, it is practicing ________ segmentation.
A) demographic
B) values
C) psychographic
D) behavioral
E) usage

Accepted Answer

Demographic segmentation refers to dividing the market based on variables such as age, gender, income, education, occupation, and family life cycle. Burger King is targeting different age groups with different ads, which falls under demographic segmentation.

Question 9

The critical element of effective search engine optimization is the selection of ________.
A) consumer segments
B) positioning
C) key words
D) target markets
E) segmentation bases

Accepted Answer

The critical element of effective search engine optimization is the selection of key words. Keywords are the words or phrases that users type into search engines to find information. By selecting the appropriate keywords, businesses can optimize their website and improve their search engine rankings to drive more traffic to their site. Choosing the right keywords requires understanding the target audience and their search behavior, as well as conducting thorough research on relevant industry terms and competitor strategy.

Question 10

Favorite Memories is a small company that specializes in serving women over the age of 50 who are special occasion gift shoppers overlooked by major competitors. Which of the following best describes Favorite Memories' market coverage strategy?
A) undifferentiated marketing
B) mass marketing
C) differentiated marketing
D) niche marketing
E) multisegment marketing

Accepted Answer

The company is targeting a specific segment of the market (women over the age of 50 who are special occasion gift shoppers) that is often overlooked by major competitors. This is an example of niche marketing, which involves serving a small but specific and profitable market segment.

Question 11

When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for the company's Febreze line of products, they were executing which of the following?
A) market segmenting
B) mass marketing
C) differentiation
D) targeting
E) positioning

Accepted Answer

Targeting refers to identifying specific groups of consumers that a company wants to reach with its marketing message and products. In this case, Procter & Gamble targeted Millennials as a potential customer group for its Febreze line of products.

Question 12

Which of the following is the placement of a product or service offering in the minds of consumer targets?
A) positioning
B) placement
C) segmentation
D) targeting
E) product promotion

Accepted Answer

Positioning refers to the placement of a product or service offering in the minds of the consumer targets. It involves creating a unique image or perception of the brand that sets it apart from competitors in the market. Placement, segmentation, targeting, and product promotion are all related marketing concepts but do not specifically refer to the placement and perception of the product in the minds of consumers.

Question 13

Which type of positioning is based on characteristics of the brand that enhance the self-esteem of customers?
A) unique
B) symbolic
C) functional
D) experiential
E) optimized

Accepted Answer

Symbolic positioning is based on characteristics of the brand that enhance the self-esteem of customers. It focuses on the image, status, and overall perception of the brand, rather than its functional attributes.

Question 14

Communication of a USP can provide a good foundation for successful positioning. What does USP stand for?
A) unique selling product
B) unique services practice
C) unique sales pitch
D) unique selling proposition
E) unique strategic practice

Accepted Answer

USP stands for unique selling proposition, which is a statement that highlights the unique qualities or benefits of a product or service that differentiates it from competitors. Presenting the USP effectively in communication and marketing can help to position the brand in the minds of customers and increase sales.

Question 15

Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation.
A) needs
B) demographic
C) behavioral
D) psychographic
E) values

Accepted Answer

The segmentation based on the frequency of product usage is behavioral segmentation.

Question 16

Superior Auto Sales, a chain of high-end used car dealerships, wants to sum up its company positioning and value proposition in a formal statement to serve as a guide for marketing communication development. Superior's management would use a ________.
A) mission statement
B) vision statement
C) competitive statement
D) brand position statement
E) company statement

Accepted Answer

A brand position statement is a formal statement that sums up a company's positioning and value proposition. It serves as a guide for marketing communication development by outlining the unique benefits and characteristics of the brand in a concise manner. A mission statement outlines the company's purpose, while a vision statement describes the company's future aspirations. A competitive statement and company statement are not commonly used terms in marketing communication.

Question 17

Which type of positioning is based on characteristics of the brand that stimulate sensory or emotional connections with customers?
A) unique
B) symbolic
C) functional
D) experiential
E) optimized

Accepted Answer

Experiential positioning is based on creating sensory or emotional connections with customers by highlighting the experience or feeling that the brand provides. This type of positioning focuses on the customer experience and can be very effective in creating a strong emotional connection with the brand.

Question 18

A magazine targeted to readers who love to in-line skate primarily uses ________ segmentation.
A) demographic
B) ethnographic
C) values
D) needs
E) psychographic

Accepted Answer

Psychographic segmentation is based on personality traits, values, interests, and lifestyle. In this case, the magazine is targeting readers who share a common interest in in-line skating, making it a psychographic segmentation.

Question 19

The only time many people entertain is during November and December when their homes are decorated for the season's holidays. The increase in advertisements for prepared trays of food to be served at these functions is most directly related to ________ segmentation.
A) psychographic
B) values
C) geographic
D) demographic
E) behavioral

Accepted Answer

The increase in advertisements for prepared trays of food during the holiday season is most directly related to behavioral segmentation, which involves dividing a market based on consumer behavior, such as purchase occasion or usage rate. In this case, the behavior is the increased entertaining during the holiday season.

Question 20

A perceptual map is used to ________.
A) identify psychographic segments across broad geographic regions
B) translate a SWOT analysis into a visual medium
C) analyze the benefits and disadvantages of different targeting strategies
D) define the market based on consumer perceptions of competing products
E) identify at which stage of the marketing strategy process the marketer should be

Accepted Answer

A perceptual map is a visual representation of consumers' perceptions and preferences for various competing products in a particular market. It helps marketers to understand how consumers perceive different brands and products, and identify areas of potential differentiation and strategic positioning.

Quiz 10: Segmenting, Targeting, and Positioning

At one time Miller Beer was known as the "champagne of bottled beer." Unfortunately, Miller drinkers did not drink much beer. To increase sales, Miller was repositioned to attract the members of the middle working class. This segmentation approach is ________.

Recognizing that some people eat cereal because of its nutritional value, some people eat cereal because it is easy to prepare, and some eat cereal because it tastes good is part of the ________ process.

Which type of positioning is based on the attributes of products or services and their corresponding benefits?

For Hyundai Corporation, customers who care about the price of a car and its operating economy make up one ________.

Which group determines a product's position relative to competing products?

You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is differentiated and positioned. This full positioning of the brand is called ________.

Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it, and mass promotes it. This firm uses ________ marketing.

When Burger King targets children, teens, adults, and seniors with different ads in different media, it is practicing ________ segmentation.

The critical element of effective search engine optimization is the selection of ________.

Favorite Memories is a small company that specializes in serving women over the age of 50 who are special occasion gift shoppers overlooked by major competitors. Which of the following best describes Favorite Memories' market coverage strategy?

When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for the company's Febreze line of products, they were executing which of the following?

Which of the following is the placement of a product or service offering in the minds of consumer targets?

Which type of positioning is based on characteristics of the brand that enhance the self-esteem of customers?

Communication of a USP can provide a good foundation for successful positioning. What does USP stand for?

Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation.

Superior Auto Sales, a chain of high-end used car dealerships, wants to sum up its company positioning and value proposition in a formal statement to serve as a guide for marketing communication development. Superior's management would use a ________.

Which type of positioning is based on characteristics of the brand that stimulate sensory or emotional connections with customers?

A magazine targeted to readers who love to in-line skate primarily uses ________ segmentation.

The only time many people entertain is during November and December when their homes are decorated for the season's holidays. The increase in advertisements for prepared trays of food to be served at these functions is most directly related to ________ segmentation.

A perceptual map is used to ________.