Exam 7: Segmentation, Targeting, and Positioning

When choosing a target marketing strategy, many factors need to be considered.Which of the following does your text mention as important? company natural resources unlimited resources product life-cycle stage product cost your marketing strategies

Neiman Marcus claims superior quality, performance, and style.The owners provide the most upscale products and services and charge a higher price to cover the higher costs.What type of positioning does Neiman Marcus use? more-for-the-same more-for-more repositioning the-same-for-less more-for-less

International Drilling Company is a business-to-business company that segments its foreign markets by the income levels of a country's population.This firm segments on what basis? political factors legal factors geographic factors economic factors cultural factors

Bud Lite originally launched with the slogan "Tastes great and less filling!" This slogan suggests Bud Lite used which type of segmentation? user status usage rate benefit behavioural psychographic

Pabst beer had a revival in Canada when it began targeting hipsters, a group of people who embrace edginess in their lives with independent thought, progressive thought, creativity, and witty banter.This targeting likely follows which segmentation approach? social class lifestyle occupation attitude towards the product personality

Apple says it makes its newest iPad has superior design and usability.Apple is referring to differentiation.

Your company wants to move away from mass marketing and engage in customer-driven marketing.The four steps to take, in order, are market segmentation, marketing positioning, differentiation, and targeting.

Once it has chosen a position, a company must take strong steps to deliver and communicate that position to target consumers.Which of the following is necessarily needed for a company to support its positioning strategy? The company's marketing mix efforts must support the positioning strategy. Positioning the company calls for moving to more profitable locations. Designing the marketing mix involves working out the strategic details of advertising. The company's service personnel must be highly trained and provide superior service. The company must outperform the competition first.

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

Jaygo Food Stores hires better employees than the competition by conducting lengthy searches and interviews.Management also trains employees much better than competitors.Jaygo has gained a strong competitive advantage through which type of differentiation? image people services product channel

Consumer and business marketers use many of the same variables to segment markets.Business marketers use which of the following? operational behaviours purchasing plans situational factors product characteristics brand personalities

Developing a stronger position within several segments creates more total sales than undifferentiated marketing across all segments.

Which of the following best describes market segmentation? dividing the market into smaller, meaningful groups of customers a promise to a group of customers evaluating and identifying a meaningful group of customers to serve creating a unique offering to provide customer value identifying a clear and distinct place in the customer's brain that the brand or company should occupy

When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicing ________ segmentation. geographic age and life cycle psychographic behavioural usage rate

Compare and contrast four major segmenting strategies.

Which of the following is the most logical reason for Procter & Gamble offering products that compete with one another on the same supermarket shelves? Different people want a greater selection. Different people want different mixes of benefits from the products they buy. Procter & Gamble has little competition. Retailers request it. It creates healthy competition.

The markets you have chosen to serve in four western provinces can be effectively reached and served.You would tell the marketing manager that these segments are ________. measurable accessible substantial actionable profitable

How might a marketer benefit most from using PRIZM?

Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance? services differentiation channel differentiation people differentiation product differentiation price differentiation

How might the marketing mix be different for a hotel targeting a business traveller versus family holiday travellers?