BUSML 3250 Chapter 7

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What is​ positioning?

Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

Which of the following statements regarding demographic segmentation is​ correct?

Consumer needs, wants, and usage rates vary closely with demographic variables.

On the My​ M&Ms website buyers can place custom orders for​ M&Ms. They can choose their own​ colors, put a personalized text message on the​ candies, and even upload a photo to be placed on each​ M&M. Which targeting strategy is​ M&M using for My​ M&Ms?

Individual marketing

There is a growing segment of people who want food that tastes good and is also good for them. This​ healthy-living segment represents which segmentation​ base?

Lifestyle

Which of the following descriptions best represents targeting a demographic​ segment?

Marketing prepackaged lunches for children

Which value proposition is the most difficult to sustain in the long​ run?

More for less.

What is the overall purpose of​ differentiation?

To create superior customer value.

What are perceptual positioning maps used​ for?

To show consumer perceptions of different brands on important product dimensions

Fitbit makes health and fitness tracking devices. Some buyers want very basic fitness tracking such as steps taken and calories consumed. Others are focused on high performance and want heart rate and sleep​ monitoring, text​ notification, and wireless sync to their smart phone. In serving these two very different​ groups, Fitbit is using​ __________ segmentation.

benefits sought

If men and women respond similarly to the same marketing​ mix, they do not constitute​ distinct, identifiable segments. Gender would not be an effective base for segmentation in this example because the segments are not​ __________.

differentiable


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