Exam 6: Market Segmentation Positioning and the Value Proposition

The basic premise of a positioning strategy must be simple and distinctive if it is to be communicated effectively to the target segment.

Which of the following is true about the demographic group known as "woopies"?

Describe the concept known as niche marketing.What are the competitive advantages of marketing to a niche?

A brand's value proposition is a statement of the benefits of the brand that provide value to its target consumers and includes functional, emotional, and self-expressive benefits.

What is a market niche?

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

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.

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

The one key characteristic that all types of share is that their brand preferences are still under development.

Which of the following forms the final apex of the strategic planning triangle proposed by Esther Thorson and Jeri Moore?

What is the first step in STP marketing?

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

The second important apex in Thorson and Moore's strategic planning triangle entails:

What are the three fundamental options that advertisers have when choosing a positioning theme?

In STP marketing, the term refers to an attempt to give a brand a certain meaning relative to its competitors.