Question 1

Briefly describe the four basic types of segmentation mentioned in your text.

Accepted Answer

The four basic types of segmentation mentioned in the text are benefit segmentation,psychographic segmentation,person/situation segmentation,and geodemographic segmentation.Benefit segmentation attempts to measure consumer value systems and consumers' perceptions of various brands in a product class in accordance with the belief that the search for perceived benefits underlies all market segments.Psychographic segmentation divides markets on differences in consumer lifestyles.It employs AIO (activities,interests,and opinions)to develop lifestyle profiles useful for identifying market segments.Person/situation segmentation analyzes consumer differences in conjunction with various usage situations.Geodemographic segmentation identifies specific households in a market by focusing on local neighborhood geography to create classifications of actual,addressable,mappable neighborhoods where consumers live and shop.

Question 2

A(n)_____ segment is one that can be reached and served profitably.

Accepted Answer

A)  measurable 
B)  achievable 
C)  marketable 
D)  meaningful 
E)  relevant 
A)  measurable 
B)  achievable 
C)  marketable 
D)  meaningful 
E)  relevant C

Question 3

Positioning of soap as a bath oil product rather than soap is an example of positioning by product user.

Accepted Answer

A) True 
 B)False  False

Question 4

The key objective of a positioning strategy is to create a particular _____ in the consumer's mind.

Accepted Answer

A)  purchase intention 
B)  consumption tendency 
C)  shopping behavior 
D)  consumption need 
E)  brand image 
A)  purchase intention 
B)  consumption tendency 
C)  shopping behavior 
D)  consumption need 
E)  brand image

Question 5

The opposite of market segmentation is:

Accepted Answer

A)  differentiated marketing. 
B)  target marketing. 
C)  niche marketing. 
D)  mass marketing. 
E)  selected marketing. 
A)  differentiated marketing. 
B)  target marketing. 
C)  niche marketing. 
D)  mass marketing. 
E)  selected marketing.

Question 6

According to VALS,groups are arranged and based on two dimensions.The vertical dimension includes all of the following EXCEPT:

Accepted Answer

A)  income. 
B)  education. 
C)  self-confidence. 
D)  leadership skills. 
E)  ideals. 
A)  income. 
B)  education. 
C)  self-confidence. 
D)  leadership skills. 
E)  ideals.

Question 7

Why is market segmentation of vital concern to the modern marketer?

Accepted Answer

Market segmentation can be defined as th

Question 8

For many products,the initial breakdown in markets is between:

Accepted Answer

A)  primary and secondary markets. 
B)  consumer and industrial markets. 
C)  prestige and mass markets. 
D)  free and currency markets. 
E)  stock and commodity markets. 
A)  primary and secondary markets. 
B)  consumer and industrial markets. 
C)  prestige and mass markets. 
D)  free and currency markets. 
E)  stock and commodity markets.

Question 9

Positioning the product relative to competing products in the minds of consumers is known as _____.

Accepted Answer

The answer of Positioning the product relative to competing products...

Question 10

According to the text,which of the following is NOT an approach to positioning strategy?

Accepted Answer

A)  Positioning by attribute 
B)  Positioning by use or application 
C)  Positioning by product user/class of users 
D)  Positioning by product price 
E)  Positioning by competitors 
A)  Positioning by attribute 
B)  Positioning by use or application 
C)  Positioning by product user/class of users 
D)  Positioning by product price 
E)  Positioning by competitors

Question 11

The person/situation segmentation attempts to measure consumer value systems and consumers' perceptions of various brands in a product class.

Accepted Answer

A) True 
 B)False

Question 12

An examination of a positioning map by a company can indicate the need for a new product.

Accepted Answer

A) True 
 B)False

Question 13

What are the basic alternatives involved during the consideration of a segmentation strategy? What are the three important criteria that a viable market must have?

Accepted Answer

There are four basic alternatives involv

Question 14

The price/quality attribute dimension is rarely used for positioning products.

Accepted Answer

A) True 
 B)False

Question 15

The belief underlying the _____ segmentation approach is that the benefits people seek in consuming a given product are the basic reasons for the existence of true market segments.__

Accepted Answer

The answer of The belief underlying the _____ segmentation approach...

Question 16

Person/situation segmentation combines important segmentation bases such as benefits sought,product and attribute perceptions,and marketplace behavior.

Accepted Answer

A) True 
 B)False

Question 17

Since person/situation segmentation incorporates affect and cognition,behavior,environment,and marketing strategy,it offers a more comprehensive analysis than many other approaches.

Accepted Answer

A) True 
 B)False

Question 18

_____ is the process of dividing a market into groups of similar consumers and selecting
the most appropriate group(s)and individuals for the firm to serve.

Accepted Answer

The answer of _____ is the process of dividing a...

Question 19

_____ segmentation divides markets on differences in consumer lifestyles.

Accepted Answer

The answer of _____ segmentation divides markets on differences in...

Question 20

Which of the following is NOT true about the PRIZM NE (Potential Ranking Index of ZIP Markets-New Evolution)system?

Accepted Answer

A)  It is based on the assumptions that consumers in particular neighborhoods are similar in many respects. 
B)  It is based on the assumptions that the best prospects are those who actually use a product or other consumers like them. 
C)  Marketers use it to better understand consumers in various markets. 
D)  It is arranged horizontally by three primary motivations and vertically by high or low resources. 
E)  It includes maps of different areas that rank neighborhoods on their potential to purchase specific products and services. 
A)  It is based on the assumptions that consumers in particular neighborhoods are similar in many respects. 
B)  It is based on the assumptions that the best prospects are those who actually use a product or other consumers like them. 
C)  Marketers use it to better understand consumers in various markets. 
D)  It is arranged horizontally by three primary motivations and vertically by high or low resources. 
E)  It includes maps of different areas that rank neighborhoods on their potential to purchase specific products and services.

Briefly describe the four basic types of segmentation mentioned in your text.

A(n)_____ segment is one that can be reached and served profitably.

Positioning of soap as a bath oil product rather than soap is an example of positioning by product user.

The key objective of a positioning strategy is to create a particular _____ in the consumer's mind.

The opposite of market segmentation is:

According to VALS,groups are arranged and based on two dimensions.The vertical dimension includes all of the following EXCEPT:

Why is market segmentation of vital concern to the modern marketer?

For many products,the initial breakdown in markets is between:

Positioning the product relative to competing products in the minds of consumers is known as _____.

According to the text,which of the following is NOT an approach to positioning strategy?

The person/situation segmentation attempts to measure consumer value systems and consumers' perceptions of various brands in a product class.

An examination of a positioning map by a company can indicate the need for a new product.

What are the basic alternatives involved during the consideration of a segmentation strategy? What are the three important criteria that a viable market must have?

The price/quality attribute dimension is rarely used for positioning products.

The belief underlying the ___ segmentation approach is that the benefits people seek in consuming a given product are the basic reasons for the existence of true market segments.

Person/situation segmentation combines important segmentation bases such as benefits sought,product and attribute perceptions,and marketplace behavior.

Since person/situation segmentation incorporates affect and cognition,behavior,environment,and marketing strategy,it offers a more comprehensive analysis than many other approaches.

_____ is the process of dividing a market into groups of similar consumers and selecting the most appropriate group(s)and individuals for the firm to serve.

_____ segmentation divides markets on differences in consumer lifestyles.

Which of the following is NOT true about the PRIZM NE (Potential Ranking Index of ZIP Markets-New Evolution)system?

Introduction to Consumer Behavior and Marketing Strategy

A Framework for Consumer Analysis

Introduction to Affect and Cognition

Consumers Product Knowledge and Involvement

Attention and Comprehension

Attitudes and Intentions

Consumer Decision Making

Introduction to Behavior

Conditioning and Learning Processes

Influencing Consumer Behaviors

Introduction to the Environment

Cultural and Cross-Cultural Influences

Subculture and Social Class

Reference Groups and Family

Consumer Behavior and Product Strategy

Consumer Behavior and Promotion Strategy

Consumer Behavior and Pricing Strategy

Consumer Behavior, Electronic Commerce, and Channel Strategy

Filters

Exam 15: Market Segmentation and Product Positioning

Briefly describe the four basic types of segmentation mentioned in your text.

A(n)_____ segment is one that can be reached and served profitably.

Positioning of soap as a bath oil product rather than soap is an example of positioning by product user.

The key objective of a positioning strategy is to create a particular _____ in the consumer's mind.

The opposite of market segmentation is:

According to VALS,groups are arranged and based on two dimensions.The vertical dimension includes all of the following EXCEPT:

Why is market segmentation of vital concern to the modern marketer?

For many products,the initial breakdown in markets is between:

Positioning the product relative to competing products in the minds of consumers is known as _____.

According to the text,which of the following is NOT an approach to positioning strategy?

The person/situation segmentation attempts to measure consumer value systems and consumers' perceptions of various brands in a product class.

An examination of a positioning map by a company can indicate the need for a new product.

What are the basic alternatives involved during the consideration of a segmentation strategy? What are the three important criteria that a viable market must have?

The price/quality attribute dimension is rarely used for positioning products.

The belief underlying the _____ segmentation approach is that the benefits people seek in consuming a given product are the basic reasons for the existence of true market segments.__

Person/situation segmentation combines important segmentation bases such as benefits sought,product and attribute perceptions,and marketplace behavior.

Since person/situation segmentation incorporates affect and cognition,behavior,environment,and marketing strategy,it offers a more comprehensive analysis than many other approaches.

_____ is the process of dividing a market into groups of similar consumers and selecting the most appropriate group(s)and individuals for the firm to serve.

_____ segmentation divides markets on differences in consumer lifestyles.

Which of the following is NOT true about the PRIZM NE (Potential Ranking Index of ZIP Markets-New Evolution)system?

Introduction to Consumer Behavior and Marketing Strategy

A Framework for Consumer Analysis

Introduction to Affect and Cognition

Consumers Product Knowledge and Involvement

Attention and Comprehension

Attitudes and Intentions

Consumer Decision Making

Introduction to Behavior

Conditioning and Learning Processes

Influencing Consumer Behaviors

Introduction to the Environment

Cultural and Cross-Cultural Influences

Subculture and Social Class

Reference Groups and Family

Consumer Behavior and Product Strategy

Consumer Behavior and Promotion Strategy

Consumer Behavior and Pricing Strategy

Consumer Behavior, Electronic Commerce, and Channel Strategy

Filters

The belief underlying the ___ segmentation approach is that the benefits people seek in consuming a given product are the basic reasons for the existence of true market segments.