marketing ch 7 quiz

what are perceptual positioning maps used for

To show consumer perceptions of different brands on important product dimensions

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 base of segmentation divides buyers into segments based on their​ knowledge, attitudes,​ uses, or responses to a​ product?

behavioral

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

a colleague wants to evaluate attractiveness of a particular market segment. what would be good advice for the colleague

carefully consider the degree of competition and ease of entry into the segment

statement regarding concentrated marketing that is correct

concentrated marketing involves higher than normal risks

statement regarding segmentation that is correct

consumer and business marketers use many similar variables, but business marketers use additional variables to segment their markets

statement regarding demographic segmentation that is true

consumer needs, wants, and usage rates vary closely with demographic variables

When segmenting international​ markets, markets can be grouped according to​ language, religion,​ customs, and values. This type of segmentation is based on​ __________ factors.

cultural

statement about segmentation that is true

different segments might require different marketing strategies or mixes

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

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. what are they using

individual marketing

When segmenting international​ markets, marketers often can form segments of consumers who have similar needs and buying behaviors even though they are located in different countries. This is called​ __________.

intermarket segmentation

choosing a differentiated targeting strategy has many benefits, but a potential downside is that

it can increase costs

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

psychographic segmentation divides buyers into different segments based on

lifestyle and personality

the process of evaluating each market segment's attractiveness and selecting one or more market segments to enter is called

market targeting

description that best represents targeting a demographic segment

marketing prepackaged lunches for children

Which targeting strategy focuses on common consumer​ needs, as opposed to different​ needs?

mass marketing

what are the three broad targeting strategies used by marketers

mass marketing, differentiated marketing, and micro marketing

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

more for less

statement regarding positioning that is correct

positions must adapt over time to meet changing consumer needs

BMW says their cars are​ "The Ultimate Driving​ Machine". Ford trucks are​ "Built Ford​ Tough". Which type of differentiation do these examples​ represent?

product differentiation

what is the overall purpose of differentiation

to create superior customer value

the full mix of benefits on which a brand is differentiated and positioned is called a

value proposition