MKT CH 7 Quiz
Which of the following statements regarding segmentation is correct?
Consumer and business marketers use many similar variables, but business marketers use additional variables to segment their markets.
When segmenting international markets, markets can be grouped according to language, religion, customs, and values. This type of segmentation is based on __________ factors.
Cultural
Which of the following statements about segmentation is true?
Different segments might require different marketing strategies or mixes.
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
What are the three broad targeting strategies used by marketers?
Mass marketing, differentiated marketing, and micromarketing
Which of the following statements regarding positioning is correct?
Positions must adapt over time to meet changing consumer needs.
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
