MAR 3803 Chapter 7 quiz

Segmentation by ________ focuses on why people buy what they buy.

Benefits sought

In the 1970s, Michelob beer changed its advertising messages frequently and saw sales plummet. Slogans like "Weekends were made for Michelob," "Put a little weekend into your weekday," and "Special times deserve a special beer" had consumers checking their calendars to find the right time to drink a Michelob. Michelob was suffering from the positioning error of ________Blank.

CONFUSED POSITIONING

Offering credit cards to high school seniors is an example of ________segmentation.

EDUCATIONAL

Which statement about geographic segmentation is accurate?

It divides consumer groups based on a variety of readily measurable descriptive factors about the group.

Which statement is TRUE of the baby boomers' generational group?

The baby boomers think that they don't age.

Social class has declined as a method of segmentation as a result of ________

readily available credit flattening the classes

Cateya was born in 2001. She is a member of ________

Gen Z

The ability to get secondary and/or primary data on a market being considered for segmentation relates to which question about segmentation?

Is the segment readily identifiable and can it be measured?

Pamela only bought her cars from Lexis because they made it so easy to get them serviced by picking her car up and bringing it back to her. Lexis shows ________ leadership.

Service

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.

When a retail chain sells winter coats, it sends them to different stores at different times of the year. Which approach to geographic segmentation in the United States does this scenario exemplify?

by climate

Differentiated target marketing means that a company is _______.

developing different value offerings for different targeted segments

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

Gen X

American credit card companies would like to offer their services to people in Angola. However, they are finding it difficult because of language barriers and infrastructure challenges. These issues are related to which question about market segmentation?

Can the segment be reached in order to deliver the value of the product, and subsequently can it be effectively and efficiently managed?

Mika believes that the only luxury car anyone should ever buy is a BMW. Whenever he sees the BMW logo, he knows that car is a leader in the market. What source of differentiation has BMW achieved?

Image

Which question about market segmentation relates to creation and execution of different marketing strategies to the different submarkets identified?

Is the segment clearly differentiated on one or more important dimensions when communicating the value of the product?

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 ________

OVERPOSITIONING

Concentrated target marketing is often used by ________

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