Chapter 7 quiz
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
