CAPSTONE - Chapter 7 Quiz

Katie was born in 1970. She is environmentally conscious and media-savvy. She is a member of which generational group?

Generation X

At about 17 percent of the U.S. population, ________Blank remain the largest minority group.

Hispanics/Latinos

Which statement about geographic segmentation is accurate?

In most instances, it is an insufficient criterion in and of itself.

Which statement about repositioning is accurate?

It involves understanding the marketing mix approach necessary to change consumer perceptions of the product.

Which statement is TRUE about income segmentation?

It is usually analyzed in incremental ranges.

Which criterion for market segmentation is least likely to enable successful segmentation?

It should be undifferentiated.

What is one of the basic principles behind segmentation?

Subgroups will be smaller and more homogeneous than the overall market.

Starbucks has placed stores every few blocks all over the city, which makes it difficult for the competition to get a foothold. Starbucks is focusing on ________Blank leadership as a source of differentiation.

convenience

Positioning relies on the communication of one or more sources of value to customers in a way that the customer can easily make the connection between the ________Blank.

customer's needs and wants and what the product has to offer

Primary target markets differ from secondary and tertiary target markets by the ________Blank.

expected level of ROI derived from the market

Positioning strategy is a process that often starts with ________Blank, which help(s) develop a set of attributes for further analysis.

focus groups

The fashion apparel and skin care industries are candidates for ________Blank products that appeal to those who do not fit the traditional binary definitions of male and female.

gender-bending

A marketing manager using the database called PRIZM is interested in ________Blank segmentation.

geodemographic

The region, the density of the population, and the size of the population are various approaches to use in ________Blank.

geographic segmentation

When a company only hires employees who are competent, reliable, courteous, credible, responsive, and able to communicate clearly, it achieves ________Blank leadership as a source of differentiation.

personnel

Sociologists look for defining events such as major economic upheaval, wars, and ________Blank as triggers for generational change.

sociocultural revolution

Concentrated target marketing is often used by ________Blank.

start-up firms to enter a market as a focus player

Maxine was born in 1940. She is a member of ________Blank.

the baby boomer generation

HerboLux, a company that sells herbal soaps, has failed to increase its sales, as consumers could not understand how soaps made by HerboLux were different or better than other herbal soaps available in the market. In this scenario, HerboLux is suffering from the positioning error of ________Blank.

underpositioning

In the context of positioning errors, when consumers have only a vague idea about the company and its products, and do not perceive any real differentiation, it is called ________Blank.

underpositioning