Deck 8: Segmentation, Targeting, Differentiation, and Positioning Strategies

Question 1

To be an attractive online segment the segment must be all the following except ________.

A) be sizable
B) hold great potential for profit
C) be technically savvy
D) have access to the Internet

Answer 1

C

Question 2

Demographics include all the following except ________.

A) ethnicity
B) age
C) education
D) lifestyle

Answer 2

D

Question 3

According to Forrester Research consumer technographic segments, ________ are technophiles and technology laggards, being least receptive audience for new technologies.

A) techno strivers
B) sidelined citizens
C) fast forwards
D) surfers

Answer 3

B

Question 4

While marketers will probably use a variety of segmentation methods, _____ is relied upon as the key driver of marketing mix strategy?

A) benefits sought
B) behavior
C) identifying target markets
D) product usage

Question 5

According to Forrester Research's scheme of technographic segments, which of the following is most likely to be a receptive audience of new technologies.

A) fast followers
B) sidelined citizens
C) cautious onlookers
D) handshakers

Question 6

According to the text, market offerings can be differentiated along many dimensions, except ________.

A) product
B) service
C) personnel
D) price

Question 7

User psychographics include all of the following except _________.

A) personality
B) lifestyle
C) geographic location
D) values

Question 8

Which of the following are the top three languages used on most webpages?

A) English, Spanish, and German
B) English, Chinese, and Spanish,
C) English, Spanish, and Japanese
D) English, Japanese, and Chinese

Question 9

________ is what a company does to the product, as opposed to ________, which is what a company does to the mind.

A) Differentiation; Positioning
B) Positioning; Differentiation
C) Differentiation; Commercialization
D) Positioning; Commercialization

Question 10

Marketers commonly base their segmentation of consumer markets on ________.

A) demographics
B) geographic location
C) psychographics
D) all of the above

Question 11

Marketers using ________ often form groups of consumers based on the outcomes they desire from the product.

A) behavioral segmentation
B) benefit segmentation
C) online selling
D) usage segmentation

Question 12

All of the following are used as bases for segmenting usage except ________.

A) home versus work access
B) mobile access
C) brand loyalty
D) online engagement level

Question 13

________ are internal evaluations about people, products, and objects, while ________ refers to what a person physically does.

A) Lifestyles; behaviors
B) Behaviors; attitudes
C) Attitudes; behavior
D) Attitudes; lifestyle

Question 14

________ is the process of adding a set of meaningful and valued differences to distinguish the company's offering from competitors' offerings.

A) Positioning
B) Differentiation
C) Marketing
D) Customization

Question 15

________ represent an important group for e-marketers to target to develop strong buzz or word of mouth.

A) Influentials
B) Market Leaders
C) Hispanics
D) Millennials

Question 16

All of the following are criteria for targeting except ________.

A) reliability
B) accessibility
C) profitability
D) growth

Question 17

According to the text, ________ are the most ignored group of technology consumers.

A) Mouse Potatoes
B) Techno-Strivers
C) New Age Nurturers
D) Traditionalists

Question 18

________ is the process of aggregating individuals or businesses along similar characteristics that pertain to the use, consumption, or benefits of a product or service.

A) Marketing segmentation
B) Targeting
C) Geodemographics
D) Value positioning

Question 19

Social networking pertains to ________.

A) specialized chat room for online dating
B) expanding the number of one's business and/or contacts by making connections through individuals online
C) form of tying together a number of e-mail accounts
D) an internet tool for building databases

Question 20

________ occurs when a company tailors all or part of the marketing mix to a small group of consumers/ users..

A) Undifferentiated marketing
B) Micromarketing
C) Niche marketing
D) Direct marketing

Question 21

Most marketers believe that demographics are useful for finding targets for communication but are less than ideal for predicting online purchase behavior.

Question 22

B2B is the commonly accepted abbreviation for business-to-business marketing.

Question 23

What are the ways to target online communities? If you were making a recommendation to the e-marketing officer of Amazon.com which one or ones would you recommend the firm to use?

Question 24

Product distribution is a critical driving force in geographic segmentation.

Question 25

Targeting is the process of selecting the market segments that are most attractive to the firm and selecting an appropriate segment coverage strategy.

Question 26

Chinese is the second most popular Internet language.

Question 27

Find an example of a website that is using integrator positioning to market their products. Your answer should include a definition of integrator positioning.

Question 28

Individuals belonging to the Millennials segment number about 60 million and were born between 1979 and 1994.

Question 29

Discuss the issues surrounding global Facebook and internet adoption, as well as their implications for e-marketers.

Question 30

Which of the following is the biggest problem with price differentiation?

A) difficult to market
B) lowers value proposition
C) easily duplicated
D) quality is more important to buyers on the Internet

Question 31

Clearly define segmentation and targeting. What are the differences in how these two marketing tools are used and how are they interrelated?

Question 32

The text presented Forrester Research's Consumer Technographics Segments for describing online user segments. Identify 3-4 of these segments and provide a brief description of each.

Question 33

C2C is the commonly accepted abbreviation for consumer-to-consumer marketing.

Question 34

Social networking is based on the idea of six degrees of separation.

Question 35

Psychographics include consumer lifecycles, ethnicity, and income.

Question 36

Many Asian and Middle Eastern countries have an easier time setting up databases in their local languages than western countries, since their language often require double-byte character sets.

Question 37

In developing countries a greater percentage of companies versus consumers are connected to the internet.

Question 38

Explain how psychographics can be used to segment markets. What useful information is gathered by focusing on this kind of information?