Exam 6: Segmentation Targeting and Positioning

Usage rate of products by consumers plays an important role in behaviouristic information.

Market segmentation:

Explain how niche marketing is different from segment marketing.

Product positioning refers to the impression of the product one wants to establish in consumers' minds relative to their needs and also in contrast to the competition.

Which of the following is an example of demographic descriptor?

In individualized marketing, marketers use database technology to track consumer purchases and predict interests and future purchases.

Which of the following is an example of a psychographic descriptor?

Product positioning refers to:

A regular fast-food chain realizes that it is viewed only as a lunch or dinner destination.Having known that the consumption of coffee as a breakfast item has increased among the target market, the chain aims at launching itself as a breakfast destination as well.According to its research, consumers look for a quick breakfast meal before they begin their day.The chain revamps the look of its restaurants and menus, and includes coffee, tea, and breakfast sandwiches.The marketers aim to determine what kind of impression of the breakfast services they want to establish in the consumer's minds. When marketers of the fast-food chain attempt to create an impression of the new offering in the minds of the consumers, and in contrast to the competition, it is referred to as _____.

A credit card company markets basic services to those who apply for its students' card.These cards have a low interest rate on outstanding balance, but have a very limited credit line.For its high-salaried clients who use credit cards more often, the company provides a wider range of services such as travel insurance and emergency assistance, and gives them a higher credit limit, but with a higher interest rate on outstanding balances.Which of the following is the credit card company using to market different services to the two groups?

______ are character descriptions of a brand's typical consumers.

A company tries to identify the main reasons its target market buys its products and what sets it apart in the market.Which of the following would it use to do so?

YourIdea.com is an online shopping portal that allows its customers to personalize mugs, pens, and photo frames.Which of the following approaches is the company following?

A _____ descriptor of a target market looks at where a target market lives using variables such as country, region, province, city size, and type of location such as urban, suburban, or rural.

Repositioning refers to visual representations of how products or product groups are positioned within a category to consumers/customers.

Which of the following is true of segment marketing?

A company buys a new computer to upgrade its office technology and to ensure that its business runs efficiently.This is an example of _____.

Mass marketing exists in a limited capacity today due to the competitiveness of the market and the need for marketers to specifically address consumer needs with their offerings.

Repositioning refers to:

What kind of target market information would usage rate of cellphones help to gather?