Question 1

Explain why mass marketing in the United States was easier in the 1960s than it is today.

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Question 2

Why might demographic segmentation be the most common type of segmentation?

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Question 3

What is one major assumption made by marketers who choose to use an undifferentiated marketing strategy?

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Question 4

Explain the concept of positioning.

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Question 5

Explain how companies identify attractive market segments and choose a target marketing strategy.

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Question 6

Provide an example of behavioral targeting.

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Question 7

Explain the five criteria a group should fulfill to qualify as a true consumer segment.

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Question 8

List three variables not applicable to the consumer market that may be used to segment business markets.

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Question 9

Explain several options a company has for adopting a global targeting strategy for a brand.

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Question 10

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments. Deciding what position it wants to occupy in these segments is called targeting.

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The process described is market segmentation and targeting, but deciding the position it wants to occupy in these segments is called positioning, not targeting. Targeting is the process of selecting the segments to focus on.

Question 11

Honor, a market researcher for a packaged goods company, is segmenting a population of consumers based on their responses to statements about different aspects of packaged goods. Honor is using behavioral segmentation.

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Question 12

Which type of market coverage choice is best suited for companies with limited resources? Why?

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Question 13

Explain why it is often to a company's advantage to use a combination of bases to create the most useful segmentation.

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Question 14

Explain why correctly segmenting consumers will help a company target its marketing dollars more effectively.

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Question 15

Explain the five major segmenting variables for consumer markets.

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Question 16

Compare and contrast the three major segmenting strategies.

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Question 17

Why might a marketer of laundry detergent be interested in viewing a perceptual map?

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Question 18

What factors may impact segment attractiveness?

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Question 19

Explain why consumers in one country's market may have more in common with certain segments in another country's market than with consumers in their own country.

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Question 20

Because Cruise Ships International currently has limited financial and personnel resources, it should avoid concentrated marketing until its resources are more substantial.

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Quiz 10: Segmenting, Targeting, and Positioning