Chapter 7 quiz

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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 of the following statements regarding concentrated marketing is​ correct?

Concentrated marketing involves​ higher-than-normal risks.

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.

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

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

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

The full mix of benefits on which a brand is differentiated and positioned is called​ a(n) __________.

value proposition


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