Marketing Ch7
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 the attractiveness of a particular market segment. Which of the following would be good advice for your colleague?
Carefully consider the degree of competition and ease of entry into the segment
Which of the following statements regarding concentrated marketing is correct?
Concentrated marketing involves higher-than-normal risks
Which of the following statements regarding segmentation is correct?
Consumer and business marketers use many similar variables, but business marketers use additional variables to segment their markets
Which of the following statements regarding demographic segmentation is correct?
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
Which of the following statements about segmentation 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. Which targeting strategy is M&M using for My M&Ms?
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
Which of the following descriptions 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 3 broad targeting strategies used by marketers?
Mass marketing, differentiated marketing, and micromarketing
Which value proposition is the most difficult to sustain in the long run?
More for less
Which of the following statements regarding positioning 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
What are perceptual positioning maps used for?
To show consumer perceptions of different brands on important product dimensions
The full mix of benefits on which a brand is differentiated and positioned is called a(n) __________.
Value proposition