Exam 7: Segmentation, Targeting, and Positioning

According to Young & Rubicam's 4Cs, craftsmen and teachers are included in the psychographic segment called Transitionals.

Attitudes and lifestyles are examples of demographic variables.

Which of the following segments labeled by Backer, Spielvogel & Bates Worldwide (BSB) consists of customers who are strongly rooted to their pasts and cling to their country's heritage and cultural values?

According to D'Arcy Masius Benton & Bowles's psychographic study in Russia, the kuptsy is most likely to admire automobiles from countries with good reputations for engineering.

Which of the following product categories typically requires high-tech positioning?

According to Backer, Spielvogel & Bates Worldwide's Target Scan, the Pressured segment is largely comprised of men.

A market segment is a subset of a larger market of people or organizations who will respond similarly to a marketing mix.

________ is the act of evaluating and comparing identified segments and then selecting one or more of them as the prospect(s) with highest potential.

Global Scan is a tool for identifying consumer similarities across national boundaries and consumer differences between segments in different countries.

Standardized global marketing is the strategy employed by global companies that define their markets narrowly.

For most consumer and industrial products, the national literacy rate is the single most important segmentation variable and indicator of market potential.

Global benefit segmentation focuses on value, which is the denominator of the value equation.

Which of the following segments labeled by D'Arcy Masius Benton & Bowles (DMBB) consists of status-conscious and ambitious Europeans, many of whom are business professionals, who use conspicuous consumption to communicate their success to others?

Which of the following segments labeled by D'Arcy Masius Benton & Bowles (DMBB) is concentrated in high-crime, urban inner-city neighborhoods and tends to be either resentful or resigned?

Vertical segmentation is based on product category and price points.

According to D'Arcy Masius Benton & Bowles's psychographic study in Europe, Affluent Materialists are characterized as being content with the comfort of their homes, families, friends, and community.

According to Theodore Levitt, "segment simultaneity" refers to a trend wherein ________.

Which of the following segments labeled by Backer, Spielvogel & Bates Worldwide (BSB) consists of young people with a median age of 31 who live hectic lives, are driven to achieve success, and are materialistic pleasure seekers for whom time and money are in short supply?

Steve is an American Porsche customer who is ambitious, power-driven, and expects to be noticed by others. He expects to be recognized as an owner of a Porsche. Which of the following psychographic categories does Steve belong to?

________ is based on measurable characteristics of populations such as age, gender, income, occupation, and education.