Marketing Mgmt CH 6

TRUE

(T/F) A company that uses positioning often uses a price-quality perceptual map to show where it is positioned versus the competition. This helps it understand if it needs to either change pricing strategy or quality standards.

TRUE

(T/F) A niche strategy is the same as Porter's focus strategy or concentrated target marketing.

TRUE

(T/F) Customer satisfaction and customer loyalty, two metrics used by brand managers, are metrics used in customer relationship management.

FALSE

(T/F) In overpositioning, consumers have a very broad understanding of the company, product, or brand.

TRUE

(T/F) One of the basic principles behind segmentation is that subgroups of customers can be identified on some basis of similarity.

TRUE

(T/F) One of the easiest, most straightforward methods of segmentation is demographic.

B. psychographic segmentation

Another approach to segmenting consumer markets is through _____, which relies on consumer variables such as personality and AIOs (activities, interests, and opinions) to segment a market. A. occupational segmentation B. psychographic segmentation C. geographic segmentation D. educational segmentation E. gender segmentation

C. developing different value offerings for different targeted markets

Differentiated target marketing means _____. A. offering different prices for different markets B. developing different products for the same market C. developing different value offerings for different targeted markets D. using the push and pull strategy to differentiate markets E. using a one-market strategy for different markets

D. communicating and delivering value in different ways to different customer groups

In marketing, differentiation is a concept that means _____. A. consumer choices remain similar around the globe B. each age segment views products exactly the same C. products need to appear to be different from one another to be successful in the marketplace D. communicating and delivering value in different ways to different customer groups E. evaluating different market segments and deciding which shows the most promise for development

C. 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 _____. A. repositioning B. overpositioning C. underpositioning D. confused positioning E. doubtful positioning

A. positioning

Once market segments have been defined and analyzed and target markets have been selected for development, the firm must turn its attention to creating, communicating, delivering, and exchanging offerings that have value to the target markets. This process is known as _____. A. positioning B. target marketing C. niche marketing D. outsourcing E. selling

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

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 _____. A. cost of the product and the quality B. way the 4Ps of the marketing mix work with one another C. customer's needs and wants and what the product has to offer D. product and advertising E. salesperson and the customer at a personal level

B. a company evaluates market segments and decides which ones have the most potential for development

Target marketing is the process by which _____. A. the market is divided into cohesive groups B. a company evaluates market segments and decides which ones have the most potential for development C. a company chooses which advertising strategy to use D. the customer groups are evaluated on the basis of high or low churn to see which is the most profitable E. a company collects cookies to track everyone who visits its website

D. perceptual map

The data generated from positioning analysis can be used to develop a useful visual tool called a _____, which displays paired attributes to compare consumer perceptions of each competitor's delivery against those attributes. A. virtual map B. pie chart C. visual map D. perceptual map E. flow chart

C. The subgroups will be smaller and more homogeneous than the overall market.

Which of the following is one of the basic principles behind segmentation? A. All customers are alike. B. Subgroups of customers cannot be identified on some basis of similarity. C. The subgroups will be smaller and more homogeneous than the overall market. D. Members of a heterogeneous market cannot allow for dividing the market into subgroups. E. In an undifferentiated market, each person has unique needs and wants.

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

Which of the following statements is true of repositioning? A. It involves targeting a large portion of a small market. B. It involves understanding the marketing mix approach necessary to change present consumer perceptions of the product. C. It is popularly called a focus strategy or a niche strategy. D. It involves developing different value offerings for different targeted segments. E. It advocates that firms should direct energy and resources into establishing a learning relationship with each customer.

A. Behavioral segmentation

_____ divides customers into groups according to similarities in benefits sought or product usage patterns. A. Behavioral segmentation B. Income segmentation C. Geographic segmentation D. Gender segmentation E. Educational segmentation