Marketing (T/F) Ch. 9
The Value and Lifestyle Survey (VALS) conducted by Strategic Business Insights (SBI) is a widely used tool for geographic segmentation
False
The different methods of segmenting a market includes; targeting, positioning, psychographic, and behavioral
False
When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation.
False
Automobile manufacturers could build cars specially designed for very tall people (for example, over seven feet), but it is likely that this segment is not substantial.
True
For products like pencils and paper clips, marketers should probably use an undifferentiated targeting strategy.
True
A company that sells only multigrain, low-calorie bread should use an undifferentiated targeting strategy.
False
A complex product that is best described in writing will be difficult to explain to consumers who are unable to read. For this reason, a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.
False
A value proposition compares the price of a product to its benefits.
False
As it relates to positioning, a self-values map displays the position of products or brands in the consumer's mind.
False
NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its fans were female. This is an example of psychographic segmentation.
False
Giant Food Stores in suburban Washington, DC, adjusts its ethnic food aisle offerings based on the ethnic groups living near each store. Giant Foods is using geodemographic segmentation.
True
It would be logical for bathing suit marketers to use geographic segmentation.
True
Maintaining a unique value proposition can be sustained in the long term only in monopoly situations or monopolistic competition situations.
True
Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.
True
Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.
True
The first step in the segmentation process is to articulate the vision or objectives of the company's marketing strategy clearly.
True
The loyalty program My Starbucks Rewards, which allows members to pay via their mobile device and earn points toward discounts and free offers, enables Starbucks to gather the purchase behavior data, appropriately segment that customer, and offer customers deals within a week.
True
When deciding how to promote his new medical oncology center, Dr. Jones decided that he did not need to throw a large grand opening reception. Instead, he promoted the center to the internal medicine doctors in the area, who were the doctors most likely to refer patients to the center. Dr. Jones was engaged in a concentrated targeting strategy.
True
