Question 1

Spending advertising dollars to get "switchers" to buy your brand may seem like a bad idea,but it often results in strong brand loyalty.

Accepted Answer

Switchers are consumers who frequently change brands, so targeting them with advertising is unlikely to result in strong brand loyalty, as they are not inclined to remain loyal to any single brand.

Question 2

Some advertisers try to use approaches to reach the green consumer segment

Accepted Answer

Yes, that's correct. Advertisers are increasingly using strategies to target and appeal to the "green" or environmentally conscious consumer segment. This may include emphasizing the sustainability or eco-friendliness of their products or using messaging that aligns with values like social responsibility and conservation.

Question 3

Positioning relates to an attempt to give a brand meaning relative to its competitors.

Accepted Answer

Positioning is the process of establishing a unique image and reputation for a brand in the minds of the consumers, relative to its competitors. It is concerned with creating a distinctive product image and brand identity that sets a brand apart from its rivals.

Question 4

When formulating a positioning strategy,it is important to consider the competition.

Accepted Answer

considering the competition is a crucial aspect of formulating a positioning strategy as it helps to identify and differentiate from competitors' offerings, and define a unique value proposition that resonates with the target audience.

Question 5

One drawback of niche marketing is that a company may have to raise the price of its product due to the smaller volume of sales it can expect.

Accepted Answer

Since the sales volume is smaller in niche marketing, companies may have to raise the price of their products to maintain profitability, which can be a drawback.

Question 6

Psychographic segmentation is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the understanding of consumers' activities,interests,and opinions.

Accepted Answer

The statement accurately describes what psychographic segmentation is and how it originated.

Question 7

Bumbo is a company that manufactures products for babies and toddlers.Its advertising campaigns have carried various slogans over the years,and they change up the thematic core of the messages every week.This is an example of consistent positioning approach.

Accepted Answer

This is an example of an inconsistent positioning approach because the advertising campaigns change their thematic core every week, which means the message is not consistent over time.

Question 8

If Nike decides to use the STP framework,it does not need to do market segmentation.

Accepted Answer

STP (Segmentation, Targeting, Positioning) is a framework that involves market segmentation. Therefore, if Nike decides to use the STP framework, it will need to identify and segment its target market before proceeding with targeting and positioning.

Question 9

When a brand team defines the target market of consumers for their product,they do not worry about identifying many smaller subsets of consumers within their broad market.

Accepted Answer

Brand teams often do identify smaller subsets, or segments, within their broad target market in order to develop more targeted marketing strategies and products that better meet the specific needs and preferences of those consumers.

Question 10

A gourmet spa advertises itself as offering relaxation to the extreme and the best massage in America.The owner of the local shop buys ads focusing on a relaxing experience and their award-winning massage therapists.This is an example of internal consistency.

Accepted Answer

Internal consistency refers to the alignment of a company's marketing message with its core values and messaging across all channels. In this example, the ad's focus on relaxation, award-winning massage therapists, and being a gourmet spa all align with each other, indicating internal consistency.

Question 11

Demographics are used to describe or profile target segments and may include gender,age,education,and income range.

Accepted Answer

Demographics are commonly used to describe or profile target segments and may include gender, age, education, and income range as key factors.

Question 12

Taco Bell is launching a new advertising campaign portraying its restaurant as having very fast service and a cheerful staff to target a younger crowd.The campaign will be more successful if it uses various aspects of IBP such as sponsorships,contests,and sales promotions in addition to TV and social media,rather than TV commercials alone,to best reach this group.

Accepted Answer

The use of various aspects of IBP such as sponsorships, contests, and sales promotions can enhance the effectiveness of the advertising campaign and better reach the targeted younger audience, in addition to TV commercials and social media.

Question 13

Psychographic segmentation is used in selecting target segments by focusing on consumers' descriptors such as theirvalues,beliefs,philosophies,and opinions.

Accepted Answer

This is a correct definition of psychographic segmentation, which focuses on consumers' psychological and emotional characteristics rather than demographic factors like age or income. By understanding consumers' values, beliefs, and attitudes, marketers can create more personalized and effective messages and offerings.

Question 14

Brand opportunities relate with credibility,relevance,stretch,and differentiation.

Accepted Answer

Brand opportunities are directly related to the aspects of credibility, relevance, stretch, and differentiation. These factors play a crucial role in determining the brand's success and influence in the market. Therefore, the statement is true.

Question 15

If an advertiser sees a large potential segment being served by a competitor with a big budget,it should withdraw from the marketplace.

Accepted Answer

The advertiser should not necessarily withdraw from the marketplace just because there is competition with a big budget. Instead, the advertiser should assess its own strengths and advantages and find ways to differentiate itself from the competitor. It may also be possible to target a niche within the larger segment or to focus on a different geographic location.

Question 16

Advertising is relevant for both business-to-business as well as for business-to-consumer approaches.

Accepted Answer

Advertising can be used to promote products or services to both businesses and consumers. Business-to-business advertising is usually more targeted and focused on specific industries or sectors, while business-to-consumer advertising is usually more broad and aimed at mass-market audiences. Regardless of the target audience, advertising is an important tool for building brand awareness, generating leads, and driving sales.

Question 17

Alluring is a company that manufactures cosmetic products.It claims to have the most innovative and scientific formula of the makeup.To be internally consistent,the company should invest in a better Research and Development department to continue product innovation.

Accepted Answer

If Alluring claims to have the most innovative and scientific formula, then it should strive to maintain that reputation by investing in a strong Research and Development department to continue product innovation. This will ensure that the company remains consistent with its claims and delivers high-quality products to its customers.

Question 18

In the world of advertising,products are positioned,but markets are segmented.

Accepted Answer

This statement is true. Product positioning refers to how a company presents its product to the target audience. However, markets are segmented to divide the audience into specific groups based on their characteristics, behaviors, and preferences. This helps the company to tailor its marketing strategies and messages to each segment to maximize the effectiveness of its advertising efforts.

Question 19

STP marketing includes three aspects: segmentation,targeting,and positioning.

Accepted Answer

STP marketing stands for segmentation, targeting, and positioning, which are three essential aspects of marketing strategy that involve identifying and selecting specific groups of customers to target with tailored messages and positioning the brand to meet their needs and preferences.

Question 20

Companies at times target "casual users".

Accepted Answer

It is common for companies to target casual users, as they make up a large portion of the market and can still provide a significant source of revenue. Casual users are also more likely to be influenced by marketing campaigns and promotions, making them an attractive target for companies.

Quiz 6: Market Segmentation, positioning, and the Value Proposition