Deck 6: Business-To-Business Marketing

Question 1

Psychographic segmentation refers to the segmentation of consumers based on:

A) the worth that consumers get from products or services.
B) where the consumers live.
C) how consumers describe themselves.
D) the consumers' educational qualification.
E) the consumers' objective characteristics such as age and gender.

Answer 1

C

Question 2

Geographic segmentation refers to the segmentation of consumers based on:

A) the worth that they get from products or services.
B) where they live.
C) their product preferences.
D) their level of intelligence.
E) easily measured,objective characteristics such as age and education.

Answer 2

B

Question 3

Demographic segmentation refers to the segmentation of consumers based on:

A) the worth that consumers get from products or services.
B) where the consumers live.
C) how consumers describe themselves.
D) the consumers' life goals.
E) the consumers' age,gender,or education.

Answer 3

E

Question 4

A company develops a variety of exotic breads targeted at suburban areas where large families reside,and the demand for easy breakfast options is high.In this case,the segmentation approach used by the company is:

A) geographic segmentation.
B) behavioural segmentation.
C) demographic segmentation.
D) occasion segmentation.
E) psychographic segmentation.

Question 5

Jimmy's Own Inc.introduces different kinds of snacks for the Asian and European market.In the context of segmentation bases,this is an example of:

A) geographic segmentation.
B) benefit segmentation.
C) demographic segmentation.
D) loyalty segmentation.
E) psychographic segmentation.

Question 6

A credit card company issues a special card only to those customers who spend more than $100,000 a year on its other cards.In this case,the segmentation approach used by the company is:

A) geographic segmentation.
B) benefit segmentation.
C) occasion segmentation.
D) demographic segmentation.
E) psychographic segmentation.

Question 7

Skincare Inc.,a company known for its women's skin-care products,starts offering skin-care products specifically developed for men.In this case,the segmentation approach used by the company is:

A) geographic segmentation.
B) behavioural segmentation.
C) demographic segmentation.
D) occasion segmentation.
E) psychographic segmentation.

Question 8

An up-and-coming businessman buys a certain brand of apparel.This brand is associated with the image of an individual who values exclusivity and style,which is the kind of person the businessman would like to be.In the context of psychographic segmentation,the brand is appealing to the businessman's:

A) self-concept.
B) ideal point.
C) positioning statement.
D) perceptual map.
E) self-morals.

Question 9

The image a person has of himself or herself is called:

A) self-concept.
B) ideal point.
C) self-value.
D) lifestyle.
E) self-moral.

Question 10

Goals for life,not just the goals one wants to accomplish in a day,are called:

A) self-concepts.
B) ideal points.
C) self-values.
D) lifestyles.
E) self-morals.

Question 11

Which of the following allows people to describe themselves by using those characteristics that help them choose how they occupy their time (behaviour)and what underlying psychological reasons determine those choices?

A) Demographics
B) Psychographics
C) Geodemographics
D) Chromodynamics
E) Matronymics

Question 12

A chainsaw company markets its products only in areas with forests.In this case,the segmentation approach used by the company is:

A) geographic segmentation.
B) benefit segmentation.
C) demographic segmentation.
D) behavioural segmentation.
E) psychographic segmentation.

Question 13

An automobile ad is created in such a way that it appeals to people who value individuality.The company aims at grouping customers based on their personality characteristics.This is an example of:

A) geographic segmentation.
B) benefit segmentation.
C) demographic segmentation.
D) occasion segmentation.
E) psychographic segmentation.

Question 14

A lifestyle store deals with expensive and aesthetic products.Most of its target customers belong to the elite class of society who want to make a style statement associated with exclusivity.In this case,the segmentation approach used by the store is:

A) geographic segmentation.
B) benefit segmentation.
C) demographic segmentation.
D) loyalty segmentation.
E) psychographic segmentation.

Question 15

Of the various methods for segmenting consumers,which of the following is the one that delves into how consumers describe themselves?

A) Geographic segmentation
B) Benefit segmentation
C) Demographic segmentation
D) Loyalty segmentation
E) Psychographic segmentation

Question 16

A sports goods manufacturing company has started creating marketing campaigns to specifically target the female market.In this case,the segmentation approach used by the company is:

A) geographic segmentation.
B) benefit segmentation.
C) demographic segmentation.
D) loyalty segmentation.
E) psychographic segmentation.

Question 17

A company that sells bags launches a category of bags featuring children's favourite cartoon characters.It also launches a line of stylish travel bags for adults.In this case,the segmentation approach used by the company is:

A) geographic segmentation.
B) benefit segmentation.
C) demographic segmentation.
D) occasion segmentation.
E) psychographic segmentation.

Question 18

A company makes packaged juices for the Canadian market,and different flavours are developed for specific regions.In this case,the segmentation approach used by the company is:

A) geographic segmentation.
B) benefit segmentation.
C) demographic segmentation.
D) occasion segmentation.
E) psychographic segmentation.

Question 19

A furniture manufacturer deals in furniture with antique designs.The furniture mimics the designs used in royal households and provides customers with a means of self-expression.People who buy such furniture feel like they are part of a royal family.In this case,the segmentation approach used by the manufacturer is:

A) geographic segmentation.
B) behavioural segmentation.
C) demographic segmentation.
D) geodemographic segmentation.
E) psychographic segmentation.

Question 20

Self-respect,self-fulfillment,or a sense of belonging are typically examples of:

A) perceptual maps.
B) demographics.
C) self-value goals.
D) situational objectives.
E) self-morals.

Question 21

Magas is a business information service provider that helps companies by dividing the consumer market into different consumer segments.One such segment consists of neighbourhoods that are populated by wealthy families.People in this segment are more likely to take vacations on cruises and store money in offshore banks.To identify this segment,Magas has used:

A) differentiated segmentation.
B) behavioural segmentation.
C) geodemographic segmentation.
D) undifferentiated segmentation.
E) concentrated segmentation.

Question 22

A company uses a youth icon to endorse its new range of biker glasses.The commercial symbolizes youth and freedom.An individual who wants to live a life of freedom would be attracted to the ad.In the context of psychographic segmentation,the commercial is appealing to the individual's:

A) perceptual map.
B) ideal point.
C) positioning statement.
D) lifestyle.
E) self-moral.

Question 23

Which of the following is true of the PSYTE system?

A) It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind.
B) It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs.
C) It refers to the grouping of all neighbourhoods in Canada into 60 different lifestyles clusters with specific locations.
D) It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences.
E) It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services.

Question 24

Makers Shoes often has interesting offers for regular customers.These customers are the first to be informed about a new collection.Also,when shoes are on sale,they receive a newsletter in which they are given the opportunity to be the first to avail themselves of the special discounts available.In this case,the segmentation approach used by the company is:

A) geographic segmentation.
B) benefit segmentation.
C) demographic segmentation.
D) loyalty segmentation.
E) psychographic segmentation.

Question 25

The concept of being identifiable as a prerequisite for market segmentation refers to the fact that:

A) the customers in a particular segment should react similarly and positively to a firm's offering.
B) market segments should be accessible to firms through persuasive communications and product distribution.
C) market segments should be distinct from one another for a firm to be able to design products or services to meet their needs.
D) the buying power of consumers should be high enough to generate substantial profits.
E) market segments should overlap to a great extent to facilitate marketing mix activities.

Question 26

Which of the following types of segmentation groups consumers based on the benefits they derive from products or services,their usage rate,their user status,and their loyalty?

A) Differentiated segmentation
B) Behavioural segmentation
C) Geodemographic segmentation
D) Undifferentiated segmentation
E) Concentrated segmentation

Question 27

Belco,a fast-food chain,targets young males as they account for almost 75 percent of all customers.They are called Jumbo customers.Belco has segmented its customers on the basis of usage rate,with the Jumbo customers being the heavy users.To segment its customers,Belco is using:

A) geographic segmentation.
B) behavioural segmentation.
C) psychological segmentation.
D) geodemographic segmentation.
E) partial segmentation.

Question 28

The grouping of consumers on the basis of a combination of geographic,demographic,and lifestyle characteristics is called:

A) psychographic segmentation.
B) behavioural segmentation.
C) geodemographic segmentation.
D) undifferentiated segmentation.
E) concentrated segmentation.

Question 29

Marketers can track and compare sales performance among various clusters in different locations with the help of PSYTE and PRIZM CE,which are:

A) differentiated systems.
B) behavioural systems.
C) geodemographic systems.
D) undifferentiated systems.
E) concentrated systems.

Question 30

Childcare Inc.produces baby products.It provides product samples to parents-to-be in order to capture a share of their future purchases.It has created a website where parents can get expert parenting advice.It targets potential user groups who can be converted into heavy users.In this case,the company is using:

A) occasion segmentation.
B) loyalty segmentation.
C) geodemographic segmentation.
D) undifferentiated segmentation.
E) perceptual segmentation.

Question 31

Which of the following best describes loyalty segmentation?

A) It refers to the segmentation of consumers based on the worth they get from products or services.
B) It refers to the segmentation of consumers on the basis of where they live.
C) It refers to the segmentation of consumers on the basis of how consumers describe themselves.
D) It refers to the strategy of investing in retention and initiatives to retain a firm's most profitable customers.
E) It refers to the segmentation of consumers on the basis of easily measured,objective characteristics such as age,gender,income,and education.

Question 32

Benefit segmentation refers to the segmentation of consumers based on:

A) the worth they get from products or services.
B) where they live.
C) how they describe themselves.
D) their lifestyle preferences.
E) easily measured,objective characteristics such as age,gender,income,and education.

Question 33

In a certain Canadian province,an area is populated by young Haitians who are mainly blue-collared workers as they are unskilled manual labourers.They are not highly educated and live in rented apartments.However,some Haitians who are college graduates also inhabit this low-income area.They are white-collar workers as they have desk jobs.Even though there is a difference in income,both the blue-collared workers and white-collared workers share the same lifestyle.A company that develops products to serve both groups of people is using:

A) differentiated segmentation.
B) behavioural segmentation.
C) geodemographic segmentation.
D) undifferentiated segmentation.
E) concentrated segmentation.

Question 34

The concept of being reachable as a prerequisite for market segmentation refers to the fact that:

A) the customers in a market segment should react similarly and positively to a firm's offering.
B) market segments should be accessible to firms through persuasive communications and product distribution.
C) market segments should be distinct from one another for a firm to be able to design products or services to meet their needs.
D) the buying power of customers should be high enough to generate substantial profits.
E) market segments should overlap to a great extent to facilitate marketing mix activities.

Question 35

Which of the following is part of the vertical dimension as established by VALS™?

A) Ideals
B) Achievement
C) Self-expression
D) Innovativeness
E) Self-value

Question 36

The concept of being responsive as a prerequisite for market segmentation refers to the fact that:

A) the customers in a market segment should react similarly and positively to a firm's offering.
B) market segments should be accessible to firms through persuasive communications and product distribution.
C) market segments should be distinct from one another for a firm to be able to design products or services to meet their needs.
D) the buying power of customers should be high enough to generate substantial profits.
E) market segments should overlap to a great extent to facilitate marketing mix activities.

Question 37

Behavioural segmentation based on when a product or service is purchased or consumed is called:

A) differentiated segmentation.
B) occasion segmentation.
C) geodemographic segmentation.
D) undifferentiated segmentation.
E) concentrated segmentation.

Question 38

Olympic Athletic Wear segments its markets according to the advantages that different consumers seek from its products.It has products for consumers who seek style,and it has products for others who seek performance.This is an example of:

A) geographic segmentation.
B) benefit segmentation.
C) demographic segmentation.
D) occasion segmentation.
E) loyalty segmentation.

Question 39

How we live our lives to achieve goals is called:

A) self-concept.
B) ideal point.
C) self-value.
D) lifestyle.
E) self-morale.

Question 40

A toothpaste manufacturer segments its target population based on the four characteristics of toothpaste that it believes a customer requires: economic worth,medicinal value,cosmetic value,and taste.In this case,the segmentation approach used by the manufacturer is:

A) geographic segmentation.
B) benefit segmentation.
C) demographic segmentation.
D) loyalty segmentation.
E) occasion segmentation.

Question 41

Which of the following is an advantage of using the undifferentiated targeting strategy?

A) It helps firms to obtain a bigger share of the market and increase the market for their products overall.
B) It appeals to more customer segments.
C) It helps to diversify the business,thereby lowering the company's overall risk.
D) It is much easier to plan promotional strategies for different products being offered to different segments of the market.
E) It does away with the need to develop separate strategies for different groups.

Question 42

Firms embrace differentiated segmentation because:

A) it is much easier to plan promotional strategies for different products being offered to different segments of the market.
B) it helps them obtain a bigger share of the market and increase the market for their products overall.
C) it does not require them to develop separate strategies for different groups.
D) it protects the dilution of the brand.
E) it is inexpensive and cost effective.

Question 43

A large passenger-ship company targets only old rich people for its around-the-world cruises.It ensures that all its rooms are designed to be as comfortable as possible for older people.In this case,the company is using the:

A) perceptual stimulation strategy.
B) geographic targeting strategy.
C) brand repositioning strategy.
D) undifferentiated targeting strategy.
E) concentrated targeting strategy.

Question 44

A company launches a wide range of perfumes.Customers can go to the company's store and combine the perfumes in different ways to create unique scents.This is an example of:

A) mass customization.
B) brand repositioning.
C) perceptual mapping.
D) ideal positioning.
E) brand extension.

Question 45

Ace Inc.is a company that sells clothes.It has two brand names,Ace 1 and Ace Kid.Each of these brands caters to the needs of two dissimilar market segments.There are varied strategies and products for the dissimilar groups.In this case,which targeting strategy is the company using?

A) Differentiated
B) Specialized
C) Homogenous
D) Undifferentiated
E) Generalized

Question 46

A company sells a subscription service for mowing lawns.Customers typically remain subscribed for 3 years,and they pay $20.00 per month for the service,which means $240.00 ($20.00 × 12 months)per year or $720.00 ($240.00 × 3 years)potential revenue from the customer.In this case,the $720.00 of potential revenue is the:

A) differentiated segmentation value.
B) undifferentiated segmentation value.
C) perceptual mapping value.
D) ideal point value.
E) customer lifetime value.

Question 47

Which of the following strategies refers to the marketing strategy a firm can use if the product or service it provides is perceived to provide the same benefits to everyone and there is no need to develop separate strategies for different groups?

A) Distinguished targeting strategy
B) Behavioural targeting strategy
C) Perceptual mapping strategy
D) Undifferentiated targeting strategy
E) Ideal point strategy

Question 48

Which of the following is true of micromarketing?

A) It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind.
B) It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs.
C) It refers to the mental picture that people have about a company and its products or services relative to competitors.
D) It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences.
E) It refers to a marketing strategy a firm can use if a product or service is perceived to provide the same benefits to everyone.

Question 49

The concept of being substantial and profitable as a prerequisite for market segmentation refers to the fact that:

A) the customers in a market segment should react similarly and positively to a firm's offering.
B) market segments should be accessible to firms through persuasive communications and product distribution.
C) market segments should be distinct from one another for a firm to be able to design products or services to meet their needs.
D) the buying power of customers in a market segment should be high enough to generate substantial returns from the market.
E) the preferences of customers in a market should overlap to a great extent.

Question 50

A local bakery customizes its pastries and cakes to suit individual customer requirements.This is an example of:

A) undifferentiated segmentation.
B) micromarketing.
C) perceptual mapping.
D) brand positioning
E) geographic segmentation.

Question 51

Rick,a neighbourhood tailor,makes clothes according to the requirements of each of his individual customers.This is an example of:

A) brand repositioning.
B) undifferentiated positioning.
C) perceptual mapping.
D) mass marketing.
E) micromarketing.

Question 52

A company that sells shoes has a website with a make-your-own-shoe feature.It makes a vast number of styles in every major performance category available to the customer for personalization.This is an example of:

A) mass customization.
B) brand repositioning.
C) perceptual mapping.
D) undifferentiated positioning.
E) brand extension.

Question 53

The marketing strategy of selecting a single,primary target market and focusing all energies on providing a product to fit that market's needs is called a(n):

A) perceptual mapping strategy.
B) behavioural mapping strategy.
C) brand repositioning strategy.
D) undifferentiated targeting strategy.
E) concentrated targeting strategy.

Question 54

Customer lifetime value (CLV)refers to the:

A) sum total of benefits that a vendor promises a customer will receive in return for the customer's loyalty for his or her lifetime.
B) strategy for managing a company's interactions with customers,clients,and sales prospects.
C) total value of purchases of a customer over a lifetime of patronage.
D) tendency of a customer to stick with a brand even when it is priced higher than an otherwise equal product.
E) the provision of service to customers before,during,and after a purchase.

Question 55

A company has launched a milk beverage containing chocolate.Since the beverage appeals to all age groups,the company develops a single strategy to attract children,teenagers,and adults alike.In this case,the company is using a(n):

A) geographic targeting strategy.
B) brand repositioning strategy.
C) perceptual mapping strategy.
D) undifferentiated targeting strategy.
E) ideal point strategy.

Question 56

A crane manufacturing company that solely manufactures and sells salvage cranes for salvage companies is using which strategy?

A) Perceptual mapping
B) Brand repositioning
C) Ideal point
D) Undifferentiated targeting
E) Concentrated targeting

Question 57

Sturdy International sells its helmets to everyone in the market.There are no different strategies or products for different groups.This is an example of a(n):

A) loyalty segmentation strategy.
B) behavioural segmentation strategy.
C) geodemographic segmentation strategy.
D) undifferentiated targeting strategy.
E) concentrated targeting strategy.

Question 58

A tattoo artist creates tattoos according to his customers' specifications.This is an example of:

A) brand repositioning.
B) ideal positioning.
C) perceptual mapping.
D) mass marketing.
E) micromarketing.

Question 59

A strategy through which a firm targets several market segments with a varied offering for each is called a(n):

A) differentiated targeting strategy.
B) specialized targeting strategy.
C) generalized targeting strategy.
D) undifferentiated targeting strategy.
E) concentrated targeting strategy.

Question 60

Mancer is a company that sells clothes.It has three different retail store formats to serve the varied needs of diverse fashion segments.In this case,which targeting strategy is the company using?

A) Differentiated
B) Homogeneous
C) Generalized
D) Undifferentiated
E) Specialized

Question 61

Pete's is a car rental company.It promotes itself with the line "Pete's is second to the best.So,we strive harder." When Pete's tries to create an image in the mind of the customer that it tries harder than the No.1 rental company to fulfil the demands of customers,it is using:

A) brand repositioning.
B) positioning.
C) perceptual mapping.
D) mass marketing.
E) micromarketing.

Question 62

A company sells baseball bats.It has a website where customers can log in and choose from out of 50 variations with regard to the weight,length,thickness,and design of the bat.The customers get a bat based on their own specifications.This is an example of:

A) mass customization.
B) brand repositioning.
C) perceptual mapping.
D) ideal positioning.
E) mass marketing.

Question 63

Tremlock is a company that sells used cars.It was able to establish itself in the mind of the consumer as a low-cost,high-quality used-car dealer as an alternative to low-cost,low-quality new-car dealer.This is an example of:

A) differentiated targeting.
B) positioning.
C) perceptual mapping.
D) mass customization.
E) micromarketing.

Question 64

Which of the following is true of positioning?

A) It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind.
B) It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs.
C) It refers to the mental picture that people have about a company and its products or services relative to competitors.
D) It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences.
E) It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services.

Question 65

Jo's Inc.manufactures seeding equipment that can be modified in about half a million ways to provide a unique version to an individual customer.Customers can order their own personalized seeding equipment from Jo's website.This is an example of:

A) mass customization.
B) brand repositioning.
C) perceptual mapping.
D) ideal positioning.
E) mass marketing.

Question 66

James lives in a small fishing town and builds boats for a living.He lets his customers choose their own specifications for the boats they want to purchase.This includes the colour,design,and material of the boat.This is an example of:

A) brand repositioning.
B) positioning.
C) perceptual mapping.
D) mass marketing.
E) micromarketing.

Question 67

Cyclic Inc.launches a new bike in the market.Although it maintains the same quality as other bikes in the market,it offers a much lower price.Which of the following strategies is used by the company to create an image of a low-cost,high-quality brand among its consumers?

A) Undifferentiated targeting
B) Positioning
C) Perceptual mapping
D) Mass marketing
E) Micromarketing

Question 68

Stella makes a living by designing jewellery for her customers.She interviews each customer to understand his or her specific needs and then designs the jewels accordingly.Each piece of jewellery is unique.This is an example of:

A) brand repositioning.
B) positioning.
C) perceptual mapping.
D) mass marketing.
E) micromarketing.

Question 69

The position at which a particular market segment's best product would lie on a perceptual map is referred to as a(n):

A) self-concept.
B) ideal point.
C) self-value.
D) absolute angle.
E) potential gradient.

Question 70

A graph shows consumer perceptions of various automobiles on the two dimensions of sportiness/conservative and classy/affordable.The graph would be called a:

A) brand map.
B) positioning map.
C) perceptual map.
D) marketing map.
E) conceptual map.

Question 71

A company marketing cartoon strips primarily to children switched focus to adults by creating a feeling of nostalgia to appeal to them.This is an example of:

A) brand repositioning.
B) undifferentiated positioning.
C) perceptual mapping.
D) mass marketing.
E) micro customization.

Question 72

Which of the following is true of brand repositioning?

A) It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind.
B) It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs.
C) It refers to the mental picture that people have about a company and its products or services relative to competitors.
D) It refers to a strategy in which marketers change a brand's focus to target new markets.
E) It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services.

Question 73

A graph shows consumer perceptions of various automobiles on the two dimensions of sportiness/conservative and classy/affordable.This sample of consumers felt Porsche was the sportiest and classiest of the cars in the study.They felt Plymouth was the most practical and conservative.Porsche is the ideal product when it came to classiness and sportiness,which is represented on the graph as a(n):

A) PSYTE cluster.
B) ideal point.
C) VALS™ cluster.
D) introductory point.
E) target market.

Question 74

An upscale restaurant that previously flourished on expense account dinners and corporate events has also started stressing value as a sales tool.This is an example of:

A) brand repositioning.
B) undifferentiated positioning.
C) perceptual mapping.
D) mass marketing.
E) micro customization.

Question 75

Which of the following is true of mass customization?

A) It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind.
B) It refers to a marketing strategy a firm can use if a product or service is perceived to provide the same benefits to everyone.
C) It refers to the mental picture that people have about a company and its products or services relative to competitors.
D) It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences.
E) It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services.

Question 76

Telaware promoted itself as a single-stop office supply superstore where people could buy everything for their offices under one roof.Telaware soon found that the marketplace was crowded with retailers offering the same.Therefore,it decided to change the way it projected itself.It now differentiates itself from other retailers by promising customers an easier shopping experience.This is an example of:

A) brand repositioning.
B) undifferentiated positioning.
C) perceptual mapping.
D) mass marketing.
E) micro customization.

Question 77

Which of the following is true of a perceptual map?

A) It refers to the display,in two or more dimensions,of the position of products or brands in the consumer's mind.
B) It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs.
C) It refers to the mental picture that people have about a company and its products or services relative to competitors.
D) It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences.
E) It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services.

Question 78

As a positioning strategy,value refers to the:

A) attributes that are most important to the target market.
B) relationship of price to quality.
C) psychological meaning of a brand to consumers.
D) positioning of a product against a specific competitor.
E) position of a brand in consumers' mind.

Question 79

The last step in developing a market segmentation strategy is:

A) segmenting.
B) positioning.
C) strategizing.
D) targeting.
E) analyzing.

Question 80

As a positioning strategy,symbolism refers to the:

A) attributes that are most important to the target market.
B) relationship of price to quality.
C) psychological meaning of a brand to its consumers.
D) positioning of a product or service against a specific competitor.
E) position of a product in the market.