Question 1

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. Which of the following would have helped the fast-food chain identify a gap in the market and realize that their customers are being underserved in the breakfast category?

Accepted Answer

A) positioning maps 
B) demographic information 
C) geographic information 
D) product positioning

Question 2

What is product differentiation?

Accepted Answer

The answer of What is product differentiation?...

Question 3

Positioning maps are also known as _____.

Accepted Answer

A) strategy maps 
B) product maps 
C) perceptual maps 
D) market analyses

Question 4

A positioning statement can be defined as:

Accepted Answer

A) the impression of the product you want to establish in consumers' minds relative to their needs and also in contrast to the competition. 
B) the tool that identifies the main reasons the target market buys a product and what sets it apart in the market. 
C) analysing why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour. 
D) visual representations of how products or product groups are positioned within a category to consumers/customers.

Question 5

Which of the following is NOT a consideration for a company working to select an appropriate target market?

Accepted Answer

A) Market size 
B) Competitive position 
C) Expected market growth 
D) Product pricing

Question 6

Modern Maturity magazine is a publication that is sent to all CARP members who by definition have to be at least 50 years old to become members.The market segment for Modern Maturity magazine was defined by _____.

Accepted Answer

A) usage rates 
B) usage patterns 
C) behaviouristics 
D) demographic characteristics

Question 7

Which of the following is true about market segmentation?

Accepted Answer

A) It refers to the strategy of positioning a product apart from the competition in the eyes of consumers. 
B) It aggregates prospective buyers into groups that have common needs and respond similarly to marketing programs. 
C) Mass marketing obstructs the process of market segmentation. 
D) It aggregates prospective buyers into groups that are relatively heterogeneous.

Question 8

Positioning statements identify the main reasons the target market buys the product and what sets it apart in the market.

Accepted Answer

A) True 
 B)False

Question 9

David had purchased vintage DVDs on VideosOnline.com.The website started sending David product alerts whenever it received similar DVDs.This is an example of _____ marketing.

Accepted Answer

A) individualized 
B) segment 
C) niche 
D) mass

Question 10

Segment marketing involves designing specific products and services to meet the needs of different target groups.

Accepted Answer

A) True 
 B)False

Question 11

Kellogg's, the cereal brand, began its business with only one product, Kellogg's Corn Flakes.The company marketed this product to all segments-children, adults, families, and so on.Today, however, Kellogg's has multiple cereal products and brands that are targeted to meet the needs of different market segments.Froot Loops and Frosted Flakes are marketed for children and families who loved pre-sweetened cereals.All Bran and Special K are marketed to mainstream health-oriented adults.Kellogg's is also marketing its brand Kashi to a limited market segment, concentrating on health enthusiasts. Which of the following approaches did Kellogg's adopt for its brand Kashi?

Accepted Answer

A) individualized marketing 
B) mass marketing 
C) niche marketing 
D) segment marketing

Question 12

What is product positioning? What is a positioning statement?

Accepted Answer

The answer of What is product positioning? What is a...

Question 13

A demographic profile of a target market includes ranges for age, gender, family life cycle, income, occupation, education, ethnic background, and home ownership for the main target market.

Accepted Answer

A) True 
 B)False

Question 14

Briefly explain the concept of market segmentation.

Accepted Answer

The answer of Briefly explain the concept of market segmentation....

Question 15

Positioning maps are also known as perceptual maps.

Accepted Answer

A) True 
 B)False

Question 16

Mass marketing:

Accepted Answer

A) involves focusing efforts on a limited segment in the market. 
B) refers to designing specific products and services to meet the needs of different target groups. 
C) involves marketing a product to the entire market with no differentiation at all. 
D) is the most common form of segmentation followed by large companies.

Question 17

Segment marketing:

Accepted Answer

A) involves designing specific products and services to meet the needs of different target groups. 
B) involves focusing efforts on a limited segment in the market. 
C) 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. 
D) refers to marketing by customizing offers and products to fit individual needs.

Question 18

_____ marketing involves a product being marketed to all individuals in the market with no differentiation at all.

Accepted Answer

A) Mass 
B) Micro 
C) Niche 
D) Segment

Question 19

Kellogg's, the cereal brand, began its business with only one product, Kellogg's Corn Flakes.The company marketed this product to all segments-children, adults, families, and so on.Today, however, Kellogg's has multiple cereal products and brands that are targeted to meet the needs of different market segments.Froot Loops and Frosted Flakes are marketed for children and families who loved pre-sweetened cereals.All Bran and Special K are marketed to mainstream health-oriented adults.Kellogg's is also marketing its brand Kashi to a limited market segment, concentrating on health enthusiasts. Kellogg's targeted different groups of consumers for products such as All Bran, Froot Loops, and Frosted Flakes.This is an example of _____.

Accepted Answer

A) segment marketing 
B) mass marketing 
C) niche marketing 
D) repositioning

Question 20

Marketers at Greenwood Automobiles are planning to market the company's newly launched smart car.They review company objectives, identify specific business unit objectives, and identify customer needs and characteristics in the market.They try to identify the segments that exist in the market.Which of the following will help in identifying these segments?

Accepted Answer

A) Conduct a SWOT analysis. 
B) Identify the segment that best meets strategic company objectives. 
C) Identify marketing programs and budget requirements needed for this segment. 
D) Cluster common consumer/customer variables to create meaningful market segments.

Exam 6: Segmentation Targeting and Positioning

What is product differentiation?

Positioning maps are also known as _____.

A positioning statement can be defined as:

Which of the following is NOT a consideration for a company working to select an appropriate target market?

Modern Maturity magazine is a publication that is sent to all CARP members who by definition have to be at least 50 years old to become members.The market segment for Modern Maturity magazine was defined by _____.

Which of the following is true about market segmentation?

Positioning statements identify the main reasons the target market buys the product and what sets it apart in the market.

David had purchased vintage DVDs on VideosOnline.com.The website started sending David product alerts whenever it received similar DVDs.This is an example of _____ marketing.

Segment marketing involves designing specific products and services to meet the needs of different target groups.

What is product positioning? What is a positioning statement?

A demographic profile of a target market includes ranges for age, gender, family life cycle, income, occupation, education, ethnic background, and home ownership for the main target market.

Briefly explain the concept of market segmentation.

Positioning maps are also known as perceptual maps.

Mass marketing:

Segment marketing:

_____ marketing involves a product being marketed to all individuals in the market with no differentiation at all.