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M Marketing Study Set 2
Quiz 9: Segmentation, Targeting, and Positioning
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Question 101
Multiple Choice
Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom) ?
Question 102
Multiple Choice
When Victoria's Secret offers different product lines,such as its Pink line,it is trying to capture the market by
Question 103
Multiple Choice
The perceptions of __________ are being measured in a perceptual map.
Question 104
Multiple Choice
Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day,Easter,and Christmas.This is an example of ________ segmentation.
Question 105
Essay
Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?
Question 106
Essay
In theory,why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?
Question 107
Essay
Develop a lifestyle segmentation scheme for students at your university,and label and describe three segments.You can think of this as developing your own version of the VALS tool,but specifically for college students.