Question 1

The ad for the Xootr adult motorized scooter is an example of choosing only one positioning strategy-user positioning-to simplify the message.

Accepted Answer

The ad for the Xootr adult motorized scooter could use multiple positioning strategies, such as benefit positioning or competitive positioning, not just user positioning.

Question 2

State Farm's "Like a Good Neighbor" ad campaign is an example of consistent positioning over time.

Accepted Answer

State Farm has used the "Like a Good Neighbor" tagline and jingle in their advertising since 1971, demonstrating a consistent positioning strategy over time.

Question 3

Demographics are rarely used to describe or profile target segments that have already been identified as prospects by other variables.

Accepted Answer

This statement is false. Demographics are commonly used as a variable to identify and profile target segments, along with other variables such as psychographics and behavior.

Question 4

STP marketing includes three factors-identifying, positioning, and informing.

Accepted Answer

The answer of STP marketing includes three factors-identifying, positioning, and...

Question 5

The success seen from applying the STP framework is often long-term.

Accepted Answer

The answer of The success seen from applying the STP...

Question 6

One drawback of niche marketing is that a company often has to reduce the price of its product due to the smaller volume of sales it can expect.

Accepted Answer

Niche marketing allows companies to charge higher prices due to the specificity of the target audience and the uniqueness of the product. Therefore, they do not have to reduce the price of the product.

Question 7

When Tylenol's competitor, Excedrin, touted its benefit as providing pure headache relief unlike Tylenol's flu and cold symptom relief, Excedrin implemented user positioning.

Accepted Answer

The answer of When Tylenol's competitor, Excedrin, touted its benefit...

Question 8

If General Mills decides to use the STP framework, it can divide its resources to reach a number of separate and distinct market segments.

Accepted Answer

The STP framework stands for segmentation, targeting, and positioning. By using this framework, General Mills can identify different market segments and develop strategies to target and position their products differently for each segment. This allows them to allocate their resources more effectively and reach a wider range of consumers.

Question 9

Any meaningful positioning strategy needs to include several broad elements in its message-including attention-getting, variety, flexibility, and complexity.

Accepted Answer

The answer of Any meaningful positioning strategy needs to include...

Question 10

Companies can do well by spending advertising dollars to target nonusers over other user groups, since they offer the highest level of opportunity.

Accepted Answer

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Question 11

When formulating a positioning strategy, a multiple-benefits approach is strongly suggested to satisfy many markets at the same time, because it alerts consumers to a wide array of diverse functions and positive consequences related to the product.

Accepted Answer

The answer of When formulating a positioning strategy, a multiple-benefits...

Question 12

Spending advertising dollars to get "switchers" to buy your brand may seem like a good idea, but it often results in only one-time or random purchases.

Accepted Answer

Switchers are consumers who are not loyal to any particular brand and may try different brands based on promotions or advertisements. While targeting switchers may result in immediate sales, it may not necessarily lead to long-term brand loyalty or repeat purchases. Therefore, it is often more effective to focus on building strong relationships with existing customers and creating positive word-of-mouth to attract new customers.

Question 13

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

Accepted Answer

Demographic segmentation focuses on characteristics such as age, gender, income, education, and occupation. Values, beliefs, philosophies, and opinions are more commonly used in psychographic segmentation.

Question 14

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

Accepted Answer

In the world of advertising, markets are segmented, but products are positioned. Market segmentation identifies groups of consumers who are similar in some way and then creates different marketing mix strategies to appeal to each group. Product positioning is the process of creating an image or identity in the minds of the target market for a specific product, brand or company.

Question 15

Functional benefit positioning does not really give any brand an edge in many well-established product categories, because they all offer the same or similar functional benefits.

Accepted Answer

Functional benefit positioning focuses on promoting the benefits that a product offers to the consumer. In many well-established product categories, competitors offer similar functional benefits, making it difficult for any one brand to stand out solely based on those benefits. Therefore, other types of positioning strategies such as emotional or value-based positioning may be more effective.

Question 16

A gourmet ice cream franchise advertises itself as offering thick, creamy, gooey treats, calling them delectable, desirous, and decadent-the richest and sweetest desserts found anywhere in America.The owner of the local shop buys ads focusing on extended hours and friendly service.This is an example of internal consistency.

Accepted Answer

The advertisement strategy of the franchise and the local shop are not internally consistent. The franchise emphasizes on the indulgent and rich nature of their ice creams, while the local shop's ad focuses on extended hours and friendly service.

Question 17

If an advertiser sees a large potential segment being served by a competitor with a big budget, it might consider identifying and targeting smaller groups within that large segment.

Accepted Answer

This is a common strategy known as "niche marketing" where advertisers target smaller, more specialized segments within a larger market to differentiate themselves from competitors and potentially gain a stronger foothold in the market.

Question 18

Today, advertising tends to be used almost exclusively by businesses targeting consumer markets, and only in very rare circumstances by businesses trying to sell products to other businesses.

Accepted Answer

This statement is false. Advertising is commonly used by businesses targeting both consumer and business-to-business markets. Many trade publications, industry associations, and online platforms offer advertising opportunities for businesses to target other businesses.

Question 19

When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market.

Accepted Answer

This statement is true. Brands often identify specific subgroups within their overall target market, referred to as segments, in order to better tailor their marketing efforts to meet the needs and preferences of those consumers. This segmentation can be based on variables such as demographics, psychographics, behavior, or product usage.

Question 20

Psychographic segmentation focuses on the inner mindset of consumers rather than outer aspects of their lives such as activities, interests, and lifestyles.

Accepted Answer

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