Deck 6: Segmentation Targeting and Positioning

Question 1

Psychographics involves understanding consumer attitudes to life, their personalities, general interests, opinions, and activities.

Answer 1

True

Question 2

A segmented approach cannot be followed by companies in the business-to-business market.

Answer 2

False

Question 3

Clusters will identify the segments that exist in the market.

Answer 3

True

Question 4

Marketing segmentation involves aggregating products into groups.

Question 5

Repositioning refers to visual representations of how products or product groups are positioned within a category to consumers/customers.

Question 6

Product positioning refers to the impression of the product one wants to establish in consumers' minds relative to their needs and also in contrast to the competition.

Question 7

Positioning statements identify the main reasons the target market buys the product and what sets it apart in the market.

Question 8

Demographic variables are central to understanding the delight points of consumers and what gives them that extra spark.

Question 9

Psychographic information is generally based on the primary research that marketers have conducted to gather insights on their consumers.

Question 10

Psychographics looks at why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.

Question 11

PediaSure is an energy drink created for small children.This is an example of a geographic target market profile.

Question 12

The concept of market segmentation and targeting are fundamental to modern marketing.

Question 13

A geographic descriptor of a target market looks at ranges for age, gender, family life cycle, income, occupation, education, ethnic background, and home ownership for the main target market.

Question 14

Mass marketing exists in a limited capacity today due to the competitiveness of the market and the need for marketers to specifically address consumer needs with their offerings.

Question 15

In individualized marketing, marketers use database technology to track consumer purchases and predict interests and future purchases.

Question 16

Once a thorough market assessment has been conducted, a marketer is tasked with identifying the segment that best meets strategic company objectives.

Question 17

A demographic profile of a target market includes ranges for age, gender, family life cycle, income, occupation, education, ethnic background, and home ownership for the main target market.

Question 18

Positioning maps are also known as perceptual maps.

Question 19

Segment marketing involves designing specific products and services to meet the needs of different target groups.

Question 20

Usage rate of products by consumers plays an important role in behaviouristic information.

Question 21

Which of the following is true about market segmentation?

A)It refers to the strategy of positioning a product apart from the competition in the eyes of consumers.
B)It aggregates prospective buyers into groups that have common needs and respond similarly to marketing programs.
C)Mass marketing obstructs the process of market segmentation.
D)It aggregates prospective buyers into groups that are relatively heterogeneous.

Question 22

_____ involves products that are purchased either to run a business or to be used as a component in another good or service.

A)Product differentiation
B)The psychographic market
C)The consumer market
D)The business market

Question 23

Mass marketing:

A)involves focusing efforts on a limited segment in the market.
B)refers to designing specific products and services to meet the needs of different target groups.
C)involves marketing a product to the entire market with no differentiation at all.
D)is the most common form of segmentation followed by large companies.

Question 24

Natural gas being marketed without differentiation from either a product or marketing perspective is an example of _____.

A)product differentiation
B)individualized marketing
C)mass marketing
D)differential marketing

Question 25

Yen Research, a marketing research firm, adopts a strategy to position its client's newly launched product apart from the competition in the eyes of consumers.This strategy is referred to as _____.

A)mass marketing
B)product differentiation
C)segment marketing
D)repositioning

Question 26

Market segmentation:

A)refers to the positioning of a product apart from the competition in the eyes of the consumers.
B)refers to aggregating buyers who respond differently to a marketing program.
C)creates two markets-the market for elastic goods and that for inelastic goods.
D)involves groups that are relatively homogeneous in terms of consumption, attitudes, and buying behaviour.

Question 27

_____ involves aggregating prospective buyers into groups that have common needs and respond similarly to marketing programs.

A)Market aggregation
B)Psychographics
C)Market segmentation
D)Undifferentiated marketing

Question 28

_____ marketing involves a product being marketed to all individuals in the market with no differentiation at all.

A)Mass
B)Micro
C)Niche
D)Segment

Question 29

Which of the following is true of segment marketing?

A)A segmented approach cannot be adopted by companies in business-to-business market.
B)Segment marketing involves a product being marketed to the entire market without any differentiation.
C)Segment marketing allows a company to focus its efforts on a limited segment in the market.
D)Segment marketing involves designing specific products and services to meet the needs of different target groups.

Question 30

Segment marketing:

A)involves designing specific products and services to meet the needs of different target groups.
B)involves focusing efforts on a limited segment in the market.
C)exists in a limited capacity today due to the competitiveness of the market and the need for marketers to specifically address consumer needs with their offerings.
D)refers to marketing by customizing offers and products to fit individual needs.

Question 31

A company focuses its efforts on a limited segment in the market with its product.This type of market segmentation is referred to as _____.

A)segment marketing
B)mass marketing
C)niche marketing
D)repositioning

Question 32

When Procter & Gamble introduced Crest toothpaste, the first fluoride toothpaste, it was intended for use by children and was therefore given a child-appealing bubble-gum flavour.Later the same basic formula was given a fresh, minty flavour to appeal to adults.What is this marketing strategy called?

A)niche marketing
B)mass marketing
C)segment marketing
D)micro marketing

Question 33

Kellogg's, the cereal brand, began its business with only one product, Kellogg's Corn Flakes.The company marketed this product to all segments-children, adults, families, and so on.Today, however, Kellogg's has multiple cereal products and brands that are targeted to meet the needs of different market segments.Froot Loops and Frosted Flakes are marketed for children and families who loved pre-sweetened cereals.All Bran and Special K are marketed to mainstream health-oriented adults.Kellogg's is also marketing its brand Kashi to a limited market segment, concentrating on health enthusiasts. Which of the following approaches did Kellogg's adopt for its brand Kashi?

A)individualized marketing
B)mass marketing
C)niche marketing
D)segment marketing

Question 34

_____ marketing involves designing specific products and services to meet the needs of different target groups.

A)Niche
B)Segment
C)Mass
D)Micro

Question 35

Sam buys stationery items such as staplers, pens, printing paper, and printer cartridges from Staples.She buys these items for writing personal notes and for printing letters to her friends.In this instance, the stationery items that Sam purchases are part of the:

A)reseller market.
B)government market.
C)business market.
D)consumer market.

Question 36

Kellogg's, the cereal brand, began its business with only one product, Kellogg's Corn Flakes.The company marketed this product to all segments-children, adults, families, and so on.Today, however, Kellogg's has multiple cereal products and brands that are targeted to meet the needs of different market segments.Froot Loops and Frosted Flakes are marketed for children and families who loved pre-sweetened cereals.All Bran and Special K are marketed to mainstream health-oriented adults.Kellogg's is also marketing its brand Kashi to a limited market segment, concentrating on health enthusiasts. Which of the following approaches did Kellogg's adopt for its first product, Kellogg's Corn Flakes?

A)individualized marketing
B)niche marketing
C)segment marketing
D)mass marketing

Question 37

Positioning maps help reveal gaps in the market where consumers may be underserved, while also highlighting the competitive nature of the category.

Question 38

_____ markets consist of goods, services, and ideas that are purchased for personal use.

A)Industrial
B)Consumer
C)Business
D)Government

Question 39

Kellogg's, the cereal brand, began its business with only one product, Kellogg's Corn Flakes.The company marketed this product to all segments-children, adults, families, and so on.Today, however, Kellogg's has multiple cereal products and brands that are targeted to meet the needs of different market segments.Froot Loops and Frosted Flakes are marketed for children and families who loved pre-sweetened cereals.All Bran and Special K are marketed to mainstream health-oriented adults.Kellogg's is also marketing its brand Kashi to a limited market segment, concentrating on health enthusiasts. Kellogg's targeted different groups of consumers for products such as All Bran, Froot Loops, and Frosted Flakes.This is an example of _____.

A)segment marketing
B)mass marketing
C)niche marketing
D)repositioning

Question 40

A company buys a new computer to upgrade its office technology and to ensure that its business runs efficiently.This is an example of _____.

A)a business market
B)a consumer market
C)a psychographic market
D)product differentiation

Question 41

Which of the following is NOT a consideration for a company working to select an appropriate target market?

A)Market size
B)Competitive position
C)Expected market growth
D)Product pricing

Question 42

David had purchased vintage DVDs on VideosOnline.com.The website started sending David product alerts whenever it received similar DVDs.This is an example of _____ marketing.

A)individualized
B)segment
C)niche
D)mass

Question 43

Calvin the Clubber is described as a male college student who loves hip-hop music and spends weekends out late at dance clubs.This is an example of

A)Demographic segmentation
B)persona
C)Niche marketing
D)stereotyping

Question 44

SmoothKurls wants to introduce a new brand of shampoo for which it wants some consumer data.Its researchers decide to look at demographic variables before launching the shampoo.Which of the following is a demographic variable that the marketers will look at?

A)personality
B)gender
C)usage rate
D)brand loyalty

Question 45

_____ marketing involves customizing offers and products to fit individual needs.

A)Niche
B)Individualized
C)Mass
D)Prestige

Question 46

Consumers in Western Canada tend to buy larger packages of flour than in Ontario and Quebec due to a greater incidence of baking.This is an example of _____.

A)behaviouristics
B)geographics
C)psychographics
D)demographics

Question 47

Which of the following is a demographic variable?

A)city size
B)income
C)usage
D)attitude

Question 48

Look, a cosmetic company, purchases Nature, a small cosmetic franchise.Nature manufactures and sells cosmetics that are made of 90 percent natural ingredients, and are not animal-tested.It has always targeted a special audience and has focused its efforts on a limited segment in the market.Look decides to promote products by Nature as a totally separate brand, understanding that the products interest and attract a special segment of the market.This is an example of _____.

A)niche marketing
B)individualized marketing
C)segment marketing
D)family branding

Question 49

Which of the following is true of niche marketing?

A)It involves designing specific products and services to meet the needs of different target groups.
B)It involves a product being marketed to the entire market with no differentiation at all.
C)It is a type of market segmentation that allows a company to focus its efforts on a limited segment in the market.
D)It enables a marketer to customize offers and, in some cases, products to fit individual needs.

Question 50

Demographic profile of a target market includes identifying:

A)ranges for age, gender, family life cycle, income, occupation, and education.
B)why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.
C)consumer attitudes to life, their personalities, general interests, opinions, and activities.
D)where a target market lives using variables such as country, region, province, and type of location.

Question 51

Modern Maturity magazine is a publication that is sent to all CARP members who by definition have to be at least 50 years old to become members.The market segment for Modern Maturity magazine was defined by _____.

A)usage rates
B)usage patterns
C)behaviouristics
D)demographic characteristics

Question 52

A _____ descriptor of a target market looks at where a target market lives using variables such as country, region, province, city size, and type of location such as urban, suburban, or rural.

A)psychographic
B)demographic
C)geographic
D)behaviouristic

Question 53

Dished, a relatively new product, experiences an increase in sales with its super-concentrated, non-toxic, biodegradable dishwashing liquid.It has successfully carved its place against products from larger corporations such as P&G and Unilever.Dished focuses on producing goods that are good for the environment, people, and pets.It is also five times more concentrated than conventional dishwashing liquids and does not need hot water for cleaning.It appeals to a target group of consumers who want to purchase products that are environmentally friendly, safe to use, and efficient.Which of the following approaches has Dished used to compete with corporations such as P&G and Unilever?

A)micro marketing
B)mass marketing
C)segment marketing
D)niche marketing

Question 54

Motario markets many of its brands based on age and gender requirements.Motario W is a calcium supplement created for women, while Motario Kids is geared to children between the ages 2 and 12. Motario uses _____ to identify ranges for age, gender, family life cycle, income, occupation, education, ethnic background, and home ownership for its main target market.

A)behaviouristics
B)ethnographics
C)psychographics
D)demographicss

Question 55

A geographic descriptor analyses:

A)why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.
B)consumer attitudes to life, their personalities, general interests, opinions, and activities.
C)ranges for age, gender, family life cycle, income, occupation, education, ethnic background, and home ownership for the main target market.
D)where a target market lives using variables such as country, region, province, city size, and type of location such as urban, suburban, or rural.

Question 56

______ are character descriptions of a brand's typical consumers.

A)psychographics
B)segments
C)personas
D)niches

Question 57

Marketers at Greenwood Automobiles are planning to market the company's newly launched smart car.They review company objectives, identify specific business unit objectives, and identify customer needs and characteristics in the market.They try to identify the segments that exist in the market.Which of the following will help in identifying these segments?

A)Conduct a SWOT analysis.
B)Identify the segment that best meets strategic company objectives.
C)Identify marketing programs and budget requirements needed for this segment.
D)Cluster common consumer/customer variables to create meaningful market segments.

Question 58

Which of the following is true of a geographic descriptor?

A)It includes identifying ranges for age, and gender.
B)It includes identifying the income, occupation, and education of the main target market.
C)It involves understanding consumer attitudes to life, their personalities, and general interest.
D)It involves identifying the target market using variables such as region, country, and province.

Question 59

YourIdea.com is an online shopping portal that allows its customers to personalize mugs, pens, and photo frames.Which of the following approaches is the company following?

A)mass marketing
B)niche marketing
C)segment marketing
D)individualized marketing

Question 60

Smaller firms often adopt _____ to compete with larger corporations that dominate categories and different target groups.

A)segment marketing
B)niche marketing
C)individualized marketing
D)mass marketing

Question 61

Many research companies compile and sell detailed profiles of customer groups based on geographic, demographic, lifestyle and behavioral traits.This is referred to as

A)Segmentation analytics
B)Product positioning
C)Positioning maps
D)behavioristics

Question 62

Repositioning refers to:

A)analysing why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.
B)the visual representations of how products or product groups are positioned within a category to consumers/customers.
C)the revamping of the product and the various elements of the marketing mix.
D)the impression of the product you want to establish in consumers' minds relative to their needs and also in contrast to the competition.

Question 63

_____ looks at why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.

A)Ethnographics
B)Demographics
C)Geographics
D)Behaviouristics

Question 64

What kind of target market information would usage rate of cellphones help to gather?

A)geographics
B)behaviouristics
C)ethnographics
D)psychographics

Question 65

A TV channel for teenagers determined that their target group had a love of social media, computer games, YouTube channels, and spending time on the Internet.The channel then created Facebook pages and interactive websites to engage with their audience.The channel used _____ as its strategy to market.

A)psychographics
B)geographics
C)behaviouristics
D)demographics

Question 66

Which of the following is an example of a behaviouristic descriptor?

A)Vanzup markets its "privilege services" to young professionals.
B)Pepsi-Cola is marketed as the energetic cola for those with a youthful attitude to life.
C)PediaSure promotes its high-protein drink as a health drink for growing children.
D)A retail supermarket markets itself as the one-stop shop for household necessities at an affordable price.

Question 67

Which of the following is an example of a psychographic descriptor?

A)Johnson & Johnson baby oil is marketed for infants.
B)Water, a mildly fragrant perfume, is endorsed by a famous Hollywood actress renowned for her style.
C)Ready to Eat meals are advertised as the quick and healthy solution for working wives and mothers.
D)A bank markets its home loans as a viable option for those who "are fed up with paying the rent."

Question 68

Which of the following is an example of demographic descriptor?

A)Thompson Travels Ltd.markets its holiday packages as ideal for honeymooners and families.
B)Fruitilicious promotes its fruit drink as a source of nutrition for everyone.
C)J&M Sports down jackets are promoted in Alberta just before Christmas.
D)Tavern promotes its newly launched smart car as a convenient mode of transport for urban dwellers.

Question 69

A positioning statement can be defined as:

A)the impression of the product you want to establish in consumers' minds relative to their needs and also in contrast to the competition.
B)the tool that identifies the main reasons the target market buys a product and what sets it apart in the market.
C)analysing why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.
D)visual representations of how products or product groups are positioned within a category to consumers/customers.

Question 70

Which of the following is an example of a geographic descriptor?

A)A television company marketing its newly launched range of LCDs as a source of family entertainment.
B)A ladies' handbags manufacturer launches a range of wallets and briefcases for men.
C)A furniture manufacturer promotes its retro-style furniture in British Columbia, and its contemporary furniture in Atlantic Canada.
D)A perfume manufacturer markets its anti- deodorant to "Feel Fresh This Summer."

Question 71

A psychographic descriptor analyses:

A)a target market using variables such as country, region, province, city size, and type of location.
B)ranges for age, gender, family life cycle, income, occupation, education, ethnic background, and home ownership for the main target market.
C)consumers' attitudes to life, their personalities, general interests, opinions, and activities.
D)usage rates of a product by consumers.

Question 72

A company tries to identify the main reasons its target market buys its products and what sets it apart in the market.Which of the following would it use to do so?

A)positioning statement
B)positioning map
C)repositioning
D)product positioning

Question 73

Motario markets many of its brands based on age and gender requirements.Motario W is a calcium supplement created for women, while Motario Kids is geared to children between the ages 2 and 12. Motario W is created for women, while Motario Kids is targeted to children from 2 to 12 years of age.This is an example of _____.

A)psychographics
B)behaviouristics
C)demographics
D)geographics

Question 74

Product positioning refers to:

A)the tool that identifies the main reasons the target market buys a product and what sets it apart in the market.
B)revamping of the product and the various elements of the marketing mix.
C)visual representations of how products or product groups are positioned within a category to consumers/customers.
D)the impression of the product you want to establish in consumers' minds relative to their needs and also in contrast to the competition.

Question 75

A credit card company markets basic services to those who apply for its students' card.These cards have a low interest rate on outstanding balance, but have a very limited credit line.For its high-salaried clients who use credit cards more often, the company provides a wider range of services such as travel insurance and emergency assistance, and gives them a higher credit limit, but with a higher interest rate on outstanding balances.Which of the following is the credit card company using to market different services to the two groups?

A)ethnographics
B)psychographics
C)demographics
D)behaviouristics

Question 76

_____ is often done with a revamping of the product and the various elements of the marketing mix.

A)Repositioning
B)Replacing
C)SWOT analysis
D)Product positioning

Question 77

Gordon & Brothers Ltd., a watch manufacturing company, decides that it wants to establish the impression of its new range of watches in consumers' minds as a classic must-have for any occasion.This is referred to as _____.

A)product positioning
B)niche marketing
C)positioning map
D)product repositioning

Question 78

Which of the following is true?

A)The cellphone industry often uses psychographics to market to its customers, focusing on the key benefits that consumers require in a cellphone.
B)The behaviouristics element directly refers to how consumers use the product.
C)Image-based products gear much of their marketing efforts to geographic variables.
D)A company uses behaviouristics to market many of its products on the basis of age and gender requirements.

Question 79

Motario markets many of its brands based on age and gender requirements.Motario W is a calcium supplement created for women, while Motario Kids is geared to children between the ages 2 and 12. Which form of market segmentation has Motario adopted?

A)niche marketing
B)segment marketing
C)mass marketing
D)individualized marketing

Question 80

Y-can is marketed as the energetic drink for those with a youthful attitude to life.This is an example of _____.

A)geographics
B)demographics
C)psychographics
D)ethnographics