Deck 6: Segmentation, Positioning, and Branding

Question 1

Describe the steps in market segmentation, targeting and positioning

Answer 1

.Identify bases for segmenting the market
.Develop profiles of resulting segments
.Develop measures of segment attractiveness
.Select the target market(s)
.Develop the positioning for each target market
.Develop the marketing mix for each target market

Question 2

Identify and explain the six characteristics market segments should possess

Answer 2

.Mutually exclusive -Each segment is conceptually separate from all the others
.Exhaustive - Every potential target market member is included in some segment
.Measurable - The size and relevant characteristics of the segments can be measured.
.Reachable - Each of the segments can be effectively reached and served
.Substantial - Each segment is large enough to be worth pursuing
.Differentially Responsive - A segment's members must have different needs, wants and response to marketing stimuli from those of other segments in order for it to be worthwhile to offer it a unique marketing mix.

Question 3

Identify the four basic types of bases (measures) for market segmentation developed by Frank, Massy, and Wind and briefly give examples of each

Answer 3

.General -Objective Measures - Age, income, gender, place of residence, family life cycle, Social class
.Behavior-Specific - Objective Measures - Past behavior, purchase quantity, brand preference, loyalty, decision role
.General - Inferred Measures - personality, psychographic profiles (PRIZM Clusters) Values (VALS categories)
.Behavior Specific - Inferred Measures - Beliefs, perceptions, BCOS drivers, Stage in decision

Question 4

Describe the four strategic choices for how to target segments

Question 5

What criteria should be used against which, to evaluate a segment for targeting

Question 6

What are the steps in using the semantic differential to measure people's perceptions of an organization and the behaviors of a particular group with respect tot he organization?

Question 7

What does effective positioning involve?

Question 8

Selecting one or more market segments and developing a strategy for each is called

A) mass marketing
B) target marketing
C) differentiated marketing
D) core marketing
E) psychographic profile marketing

Question 9

An optimal segmentation bases has segmentation base has segments which address which of the following types of decisions?

A) Quality, Quantity and Timing decisions
B) Quality, Quantity and Market decisions
C) Financial, Asset, and Human Resource decisions
D) Market segment, target and positioning decisions
E) Measurable, Specific and Time-based decisions

Question 10

Which of the following is an inferred measure for segmenting a market?

A) Age and gender
B) Family life cycle
C) Psychographic/lifestyle
D) Decision role
E) Social Class

Question 11

Which of the following is NOT a complex General Objective Measure for segmenting a market?

A) Demographic profiling
B) Family life cycle
C) Status Change
D) Personicz Lifestyle Geoclusters
E) Social Class

Question 12

A popular method to measure lifestyles and tie them to geography is called?

A) Instrumental and terminal value analysis
B) Family life cycle geocoding
C) PRIZM Clusters
D) Personicz Lifestyle Geoclusters
E) C and D above

Question 13

Segmentation of a museum audience segmented into family memberships, members, frequent and infrequent attendees is based on:

A) loyalty status
B) usage rate
C) Status Change
D) Complex General Objective measures
E) Lifestyles analysis

Question 14

The method of target marketing which focuses on the target audience as an aggregate, focusing on what is common among segments instead of what is different is called:

A) Undifferentiated Marketing
B) Differentiated marketing
C) Concentrated marketing
D) Segmentation concentration marketing
E) Mass customization

Question 15

Sometimes mass marketing is used in favor of segment marketing is because:

A) Costs per individual are higher but more people are reached
B) Costs per individual are lower and neglected market segments are reached
C) market niches are reached more easily
D) Risks are higher, but the payoff is also higher
E) Mass customization doesn't work for nonprofits

Question 16

Concentrated marketing is used because

A) risks are lower than normal
B) Operating economies can be achieved through specialization in production, distribution and promotion.
C) markets are fairly homogenous
D) its audience falls into several identifiable segments
E) It allows production of the offering "on demand"

Question 17

Positioning is sometimes difficult because:

A) Alternatives are in the minds of the target audience, and anticipating all the possible alternatives is difficult
B) Organizations don't want to spend the money to figure out what position they should be in
C) Market niches don't respond to positioning
D) Doing nothing is easier, and a company can avoid being positioned if it does nothing
E) Nonprofits are really all alike and can't be differentiated