MR test 2 questions

A perceptual map shows the perceived position of the company in the eyes of the customer: A) True B) False

A) True

Between 1988 and 1997, Camel cigarettes featured a cute cartoon camel on the packs and commercials. What type of strategy is considered? A)Targeting B)Segmentation C)Positioning D)Context

A)Targeting

To be effective, market segmentation should create market segments that rate favorably on various criteria. Specifically, market segmentation should create market segments that are measurable, differentiable, accessible, actionable and A)Specific B) Variable C) Isolated D) Marketable E) Substantial

E) Substantial

Which one of the following is not one of the winning market positioning strategies? A)Determining the USP B)SWOT Analysis C) Determining Tactics D) Identifying current market position E) Doing competitor positioning analysis

C) Determining Tactics

An auto insurance company segmented its market by both gender and age and designed different marketing campaigns to appeal to both. In the end, both segments responded the same to the different marketing strategies, in part, because both segments are required to have auto insurance. This firm failed to understand the criteria of market segments needing to be. A)Substantial B)Accessible C) Differentiable E) Measurable F) Actionable

C) Differentiable

During exams week here at the University of Virginia, many coffee vendors set up carts in high-traffic student areas. One cart prominently displays "Fair Trade Certified." What type of strategy are they using? A.Targeting B.Segmentation C.Marketing D.Positioning

D.Positioning