Marketing Chapter 9

Which of the following positioning approaches was the focus of Subaru's objective to focus on safety and handling? positioning based on symbolism positioning based on product attributes positioning against a specific competitor positioning using perceptual mapping positioning based on profit potential

positioning based on product attributes

After some preliminary research in 2000, Unilever's Dove soap brand initiated its Campaign for Real Beauty campaign. This tactic relates to women's self-concept. lifestyle. self-value. self-consciousness. self-identity.

self-concept.

________ is a tool used to visually display how consumers perceive the position of products or brands in the market on different dimensions relative to competitors An ideal point A competitive map A perceptual map Competitive positioning An optimal point

A perceptual map

________ segmentation delves into how consumers actually describe themselves Geographic Demographic Lifestyle Geodemographic Psychographic

Psychographic

The ________ segmentation method is most closely related to providing value by satisfying customers' needs and wants. benefit demographic geographic psychographic geodemographic

benefit

When an organization selects a single, primary target market and focuses all its energies on providing a product to fit that market's needs it is using a(n) ________ targeting strategy. differentiated micromarketing concentrated mass marketing undifferentiated

concentrated

General Motors targets several different market segments and designs separate automobile makes and models for each. This is an example of undifferentiated marketing. concentrated marketing. micromarketing. differentiated marketing. mass marketing.

differentiated marketing.

During which step of the STP process do marketers ask whether the segment is identifiable, substantial, reachable, responsive, and profitable? select target market develop positioning strategy establish overall strategy or objectives select segmentation method evaluate segment attractiveness

evaluate segment attractiveness

Esri's Tapestry is a widely used tool for _______ segmentation. occasion psychographic lifestyle geodemographic demographic

geodemographic

Lawn care products manufacturer Scotts has developed easy-to-follow, annual lawn care programs to help homeowners develop thick, green lawns that will combat weeds, insects, and diseases. The specific steps that must be used and their timing vary based on climate. What type of segmentation should Scotts use as the basis to design these programs? demographic behavioral geothermal psychographic geographic

geographic

The ________ indicates where a particular market segment's ideal product lies on the perceptual map. equilibrium point value proposition optimal point target market ideal point

ideal point

The publishing conglomerate Conde Nast is able to purchase mailing lists of people who have bridal interests, knowing that its Modern Bride magazine customers are somewhat distinct from those who subscribe to GQ. In terms of evaluating segment attractiveness, this is a way of ensuring the segment is profitable. substantial. reliable. responsive. identifiable.

identifiable

Mr. Dennison knows each and every child who comes in to his Kumon reading center, and prides himself on knowing how he can personally address each of their reading challenges. What type of market coverage strategy is Mr. Dennison employing in his business? mass marketing segment marketing niche marketing concentrated marketing micromarketing

micromarketing

Lands' End allows customers buying shirts to choose from a variety of fabrics and types of collar and sleeve based on the customer's specific measurements, capitalizing on new technologies to mass customize its products and services. This is an example of mass marketing. concentrated marketing. micromarketing. niche marketing. segment marketing.

micromarketing.

Behavioral segmentation based on when a product or service is purchased or consumed is called ________ segmentation. lifestyle demographic occasion location psychographic

occasion

Market growth, market competitiveness, and market access are all important factors in analyzing if a segmentation strategy is substantial. identifiable. profitable. reachable. responsive.

profitable.

For the ________ criteria to be met when evaluating segment attractiveness, the consumer must know the product or service exists, understand what it can do for him or her, and recognize how to buy it. responsive profitable substantial identifiable reachable

reachable

For segmentation strategy to be successful, the customers in the segment must react similarly and positively to firm's offering, corresponding to which of the following criteria for evaluating segment attractiveness? identifiable responsive reachable profitable substantial

responsive

Which step in the STP process develops descriptions of the different segments, which helps firms better understand the customer profiles in each segment? select segmentation method evaluate segment attractiveness establish overall strategy or objectives select target market develop positioning strategy

select segmentation method

The positioning strategy can help communicate the firm's or the product's ________, which communicates the customer benefits to be received from a product or service and thereby provides reasons for wanting to purchase it. value proposition market share benefits segmentation targeting strategy segmentation method

value proposition