Question 1

As a segment, variety seekers tend to

Accepted Answer

A) be extremely committed to a brand. 
B) buy brands based on sales, discount coupons, or other incentives. 
C) need little encouragement to continue purchasing a brand. 
D) be unusually enthusiastic and often excessive in their purchasing activities. 
A) be extremely committed to a brand. 
B) buy brands based on sales, discount coupons, or other incentives. 
C) need little encouragement to continue purchasing a brand. 
D) be unusually enthusiastic and often excessive in their purchasing activities.

Question 2

For most products and services, some users will purchase much more, and more frequently, than others.These consumers are called .

Accepted Answer

A) lead users 
B) switchers 
C) emergent consumers 
D) variety seekers 
A) lead users 
B) switchers 
C) emergent consumers 
D) variety seekers

Question 3

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

A) True 
 B)False

Question 4

Veda Inc., a manufacturer of cosmetics, offers two product lines, each catering to a distinct segment.Its most popular brand, Alo, targets women who want makeup that will last at least ten hours after application.With its brand Amo the company targets a niche market of women who are looking for makeup with anti-ageing properties.What type of segmentation is Veda Inc.using?

Accepted Answer

A) Benefit segmentation 
B) Heavy-user-focused segmentation 
C) Lifestyle segmentation 
D) Geographic segmentation 
A) Benefit segmentation 
B) Heavy-user-focused segmentation 
C) Lifestyle segmentation 
D) Geographic segmentation

Question 5

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

A) True 
 B)False

Question 6

The consumers termed turn out to be a costly target segment; much can be spent in getting their business
Merely to have it disappear just as quickly as it was won.

Accepted Answer

A) brand freaks 
B) lead users 
C) switchers 
D) heavy users 
A) brand freaks 
B) lead users 
C) switchers 
D) heavy users

Question 7

Bayt Café is launching a new advertising campaign portraying its restaurant as having very fast service and a cheerful staff to target a younger crowd.The campaign alone will be enough to gain the loyalty of the younger segment.

Accepted Answer

A) True 
 B)False

Question 8

A potential downside of a heavy-user-focused segmentation plan is that:

Accepted Answer

A) it can take resources away from those that require persuasion. 
B) heavy users usually require constant encouragement to keep consuming a product. 
C) heavy users do not differ significantly from infrequent users in terms of their motivations to consume. 
D) it shifts focus to emergent consumers who need to be convinced to purchase the product. 
A) it can take resources away from those that require persuasion. 
B) heavy users usually require constant encouragement to keep consuming a product. 
C) heavy users do not differ significantly from infrequent users in terms of their motivations to consume. 
D) it shifts focus to emergent consumers who need to be convinced to purchase the product.

Question 9

As highlighted in the text, "Careful Cooks," "Down­Home Stokers," and "Functional Feeders" are all segments identified by Pillsbury based on segmentation.

Accepted Answer

A) geopsychographic 
B) niche 
C) repositioned 
D) lifestyle 
A) geopsychographic 
B) niche 
C) repositioned 
D) lifestyle

Question 10

A fast-food restaurant is attempting to position itself as the best choice when you're in a hurry because it serves all customers within 90 seconds.To maintain internal consistency, the firm might take all of the following steps below, EXCEPT for which one?

Accepted Answer

A) expanding on its menu 
B) adding extra drive-up windows 
C) hiring more order-takers 
D) hanging up digital timers behind the counter 
A) expanding on its menu 
B) adding extra drive-up windows 
C) hiring more order-takers 
D) hanging up digital timers behind the counter

Question 11

Think about a product that you have used in the past week.Using this as an example, explain the differences between segmenting, targeting, and positioning in the STP approach to marketing.

Accepted Answer

Student examples will vary.Depending on

Question 12

In recent years skillful marketers have merged information on where people live with the U.S.Census Bureau's demographic data to produce a form of market segmentation known as segmentation.

Accepted Answer

A) demographic 
B) micrographic 
C) reprographic 
D) geodemographic 
A) demographic 
B) micrographic 
C) reprographic 
D) geodemographic

Question 13

What is the difference between a consumer market and a business market? Give an example of each.Then describe how business markets are segmented, and use your example to explain your answer.

Accepted Answer

Consumer markets are basically made up o

Question 14

Which segment specifically offers marketers an important opportunity to build future business by luring first-time buyers?

Accepted Answer

A) switchers 
B) brand-freaks 
C) lead users 
D) emergent consumers 
A) switchers 
B) brand-freaks 
C) lead users 
D) emergent consumers

Question 15

A brand's is a statement of the functional, emotional, and/or self­expressive benefits delivered by the brand.

Accepted Answer

A) universal product code 
B) memorandum of understanding 
C) value proposition 
D) warranty 
A) universal product code 
B) memorandum of understanding 
C) value proposition 
D) warranty

Question 16

is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the
Understanding of consumers' activities, interests, and opinions.

Accepted Answer

A) Demographics 
B) Geodemographics 
C) Psychographics 
D) Micrographics 
A) Demographics 
B) Geodemographics 
C) Psychographics 
D) Micrographics

Question 17

Characteristics and traits such as age, gender, race, marital status, income, education, and occupation are widely used in segmentation.

Accepted Answer

A) geographic 
B) psychographic 
C) competitive 
D) demographic 
A) geographic 
B) psychographic 
C) competitive 
D) demographic

Question 18

Haley Inc.is a company that manufactures products for babies and toddlers.It's advertising campaigns have carried various slogans over the years, but they have all revolved around the same thematic core.This is an example of consistent positioning approach.

Accepted Answer

A) True 
 B)False

Question 19

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

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

As a segment, variety seekers tend to

For most products and services, some users will purchase much more, and more frequently, than others.These consumers are called .

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.

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.

The consumers termed turn out to be a costly target segment; much can be spent in getting their business Merely to have it disappear just as quickly as it was won.

Bayt Café is launching a new advertising campaign portraying its restaurant as having very fast service and a cheerful staff to target a younger crowd.The campaign alone will be enough to gain the loyalty of the younger segment.

A potential downside of a heavy-user-focused segmentation plan is that:

As highlighted in the text, "Careful Cooks," "DownHome Stokers," and "Functional Feeders" are all segments identified by Pillsbury based on segmentation.

A fast-food restaurant is attempting to position itself as the best choice when you're in a hurry because it serves all customers within 90 seconds.To maintain internal consistency, the firm might take all of the following steps below, EXCEPT for which one?

Think about a product that you have used in the past week.Using this as an example, explain the differences between segmenting, targeting, and positioning in the STP approach to marketing.

In recent years skillful marketers have merged information on where people live with the U.S.Census Bureau's demographic data to produce a form of market segmentation known as segmentation.

What is the difference between a consumer market and a business market? Give an example of each.Then describe how business markets are segmented, and use your example to explain your answer.

Which segment specifically offers marketers an important opportunity to build future business by luring first-time buyers?

A brand's is a statement of the functional, emotional, and/or selfexpressive benefits delivered by the brand.

is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the Understanding of consumers' activities, interests, and opinions.

Characteristics and traits such as age, gender, race, marital status, income, education, and occupation are widely used in segmentation.

Haley Inc.is a company that manufactures products for babies and toddlers.It's advertising campaigns have carried various slogans over the years, but they have all revolved around the same thematic core.This is an example of consistent positioning approach.

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

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning Newspapers Magazines Tv and Radio

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

Filters

Exam 6: Market Segmentation Positioning and the Value Proposition

As a segment, variety seekers tend to

For most products and services, some users will purchase much more, and more frequently, than others.These consumers are called .

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.

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.

The consumers termed turn out to be a costly target segment; much can be spent in getting their business Merely to have it disappear just as quickly as it was won.

Bayt Café is launching a new advertising campaign portraying its restaurant as having very fast service and a cheerful staff to target a younger crowd.The campaign alone will be enough to gain the loyalty of the younger segment.

A potential downside of a heavy-user-focused segmentation plan is that:

As highlighted in the text, "Careful Cooks," "Down­Home Stokers," and "Functional Feeders" are all segments identified by Pillsbury based on segmentation.

A fast-food restaurant is attempting to position itself as the best choice when you're in a hurry because it serves all customers within 90 seconds.To maintain internal consistency, the firm might take all of the following steps below, EXCEPT for which one?

Think about a product that you have used in the past week.Using this as an example, explain the differences between segmenting, targeting, and positioning in the STP approach to marketing.

In recent years skillful marketers have merged information on where people live with the U.S.Census Bureau's demographic data to produce a form of market segmentation known as segmentation.

What is the difference between a consumer market and a business market? Give an example of each.Then describe how business markets are segmented, and use your example to explain your answer.

Which segment specifically offers marketers an important opportunity to build future business by luring first-time buyers?

A brand's is a statement of the functional, emotional, and/or self­expressive benefits delivered by the brand.

is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the Understanding of consumers' activities, interests, and opinions.

Characteristics and traits such as age, gender, race, marital status, income, education, and occupation are widely used in segmentation.

Haley Inc.is a company that manufactures products for babies and toddlers.It's advertising campaigns have carried various slogans over the years, but they have all revolved around the same thematic core.This is an example of consistent positioning approach.

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

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning Newspapers Magazines Tv and Radio

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

Filters

As highlighted in the text, "Careful Cooks," "DownHome Stokers," and "Functional Feeders" are all segments identified by Pillsbury based on segmentation.

A brand's is a statement of the functional, emotional, and/or selfexpressive benefits delivered by the brand.

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