Question 1

A ________ is often used to illustrate the position of a firm's products or brands in consumers' minds.
A)mass marketing analysis
B)psychographic profile
C)perceptual map
D)loyalty timeline
E)Tapestry analysis

Accepted Answer

A perceptual map is a visual representation of how consumers perceive a company's products or brands relative to competitors in the marketplace. It is often used to identify gaps in the market or opportunities for differentiation.

Question 2

The perceptions of ________ are being measured in a perceptual map.
A)competitors
B)strategic planners
C)suppliers
D)the current R&D team
E)consumers

Accepted Answer

Perceptual maps are typically used to measure the perceptions of consumers. They are a visual tool that helps to identify consumers' perceptions of competing brands, products or services.

Question 3

Marcus wants to position his firm against his competitors. In doing so he should
A)never select a competitor in the same neighborhood.
B)avoid making the competitor's product look undesirable.
C)avoid looking too much like the competitor so as not to confuse the target segment.
D)avoid discussing the strengths of his product so that competitors won't be aware of his product quality.
E)avoid discussing the weaknesses of his competitors so they won't retaliate.

Accepted Answer

Positioning against competitors effectively involves differentiating one's offerings to avoid confusion among the target segment. This ensures that customers can clearly distinguish Marcus's firm from its competitors, based on unique features, benefits, or value propositions.

Question 4

Which of the segmentation attractiveness criteria is addressed when Marlowe's Café asks the question, "Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

Accepted Answer

The answer of Which of the segmentation attractiveness criteria is...

Question 5

Within a perceptual map, a(n)________ represents where a particular market segment's desired product would lie.
A)point of parity
B)strategic target
C)Tapestry cluster
D)ideal point
E)benefit centroid

Accepted Answer

An ideal point represents where a particular market segment's desired product would lie on a perceptual map. It is the point where the product's attributes align with the consumer's ideal product.

Question 6

Maribeth has been assigned the task of identifying her company's competitor positions in the snack chip market and she also needs to determine consumer preferences for low-carb snack chips. What tool should Maribeth use to accomplish this task?
A)VALS framework
B)mass marketing
C)salient attributes
D)perceptual map
E)micromarketing

Accepted Answer

A perceptual map would allow Maribeth to visually display the positions of her company's competitors in the snack chip market and determine the preferences of consumers for low-carb snack chips. It allows her to compare products based on different attributes and show how they are perceived by consumers.

Question 7

Create an example of geodemographic segmentation.

Accepted Answer

The answer of Create an example of geodemographic segmentation....

Question 8

Assume you are the marketing consultant for your university, which wants to focus its marketing efforts on recruiting new students. You have a choice of segmenting the undergraduate student market on either a demographic or benefit basis. What is the difference between the two? Which would you recommend, and why?

Accepted Answer

The answer of Assume you are the marketing consultant for...

Question 9

How do the attributes of occasion and loyalty affect behavioral segmentation?

Accepted Answer

The answer of How do the attributes of occasion and...

Question 10

During the years when Olympic games are being played, many manufacturers use the Olympic rings and medals as part of their promotional efforts. They are trying to position themselves in the customers' minds using
A)the value proposition.
B)salient attributes.
C)symbols.
D)the competition.
E)perceptual maps.

Accepted Answer

The answer of During the years when Olympic games are...

Question 11

List the steps in the segmentation, targeting, and positioning process.

Accepted Answer

The answer of List the steps in the segmentation, targeting,...

Question 12

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

Accepted Answer

The answer of Identify two methods used in segmenting markets...

Question 13

Segmentation, targeting, and positioning involve several processes, many decisions, and many different options. With all that effort, why are marketers so concerned with STP?

Accepted Answer

The answer of Segmentation, targeting, and positioning involve several processes,...

Question 14

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Accepted Answer

The answer of The text states that "geodemographic segmentation can...

Question 15

Which of the segmentation attractiveness criteria is addressed when Shiller's Sub Sandwich restaurant asks the question, "Are private food service companies allowed to deliver meals on the military base?"

Accepted Answer

The answer of Which of the segmentation attractiveness criteria is...

Question 16

How can an individual's self-concept affect a marketing strategy? Provide an example of a product that requires marketers to consider self-concept.

Accepted Answer

The answer of How can an individual's self-concept affect a...

Question 17

Assume you are the marketing consultant for your university, which wants to focus its marketing efforts on retention of current students. You have a choice of segmenting the undergraduate student market on either a geographic or psychographic basis. What is the difference between the two? Which would you recommend, and why?

Accepted Answer

The answer of Assume you are the marketing consultant for...

Question 18

We often see advertisements claiming a product is made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on
A)the value proposition.
B)product attributes.
C)symbols.
D)competitive comparisons.
E)profitability.

Accepted Answer

Marketers using promotions based on natural ingredients or long-lasting effects are highlighting specific attributes of their product in order to differentiate it from competitors and appeal to consumers seeking those qualities.

Question 19

Gail's Golf Getaways identified active retirees living in the retirement community nearby as one of her potential target markets. She knows she can tailor her service and marketing message to the schedules and interests of this audience. How will Gail evaluate the attractiveness of this segment?

Accepted Answer

The answer of Gail's Golf Getaways identified active retirees living...

Question 20

Jeremiah was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider
A)the features the engineers feel are most important.
B)the ways the sales representatives have been positioning the firm's products.
C)the characteristics that helped his firm win a statewide award for excellence in manufacturing.
D)what the target market would consider the most important features.
E)the safety record of the firm and its products.

Accepted Answer

When creating a positioning strategy based on product attributes, it's important to focus on the features that are most important to the target market. While the other options may provide useful insights, ultimately the success of the positioning strategy will depend on how well it resonates with the customers who are most likely to purchase the product.

Quiz 9: Segmentation, Targeting, and Positioning

A ________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

The perceptions of ________ are being measured in a perceptual map.

Marcus wants to position his firm against his competitors. In doing so he should

Which of the segmentation attractiveness criteria is addressed when Marlowe's Café asks the question, "Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

Within a perceptual map, a(n) ________ represents where a particular market segment's desired product would lie.

Maribeth has been assigned the task of identifying her company's competitor positions in the snack chip market and she also needs to determine consumer preferences for low-carb snack chips. What tool should Maribeth use to accomplish this task?