Question 1

In the analysis of consumer-product relationships,focus groups and other types of primary research can be used for identifying differences in attributes,benefits,and values of various potential markets.

Accepted Answer

Focus groups and other primary research methods can be used to identify differences in attributes, benefits, and values of potential markets.

Question 2

The person/situation segmentation attempts to measure consumer value systems and consumers' perceptions of various brands in a product class.

Accepted Answer

The person/situation segmentation focuses on understanding how consumer behavior varies across different situations and contexts, rather than measuring value systems and brand perceptions.

Question 3

Benefit segmentation is based on the idea that "the more you know and understand about consumers,the more effectively you can communicate and market to them."

Accepted Answer

Benefit segmentation is based on dividing the market into segments according to the different benefits that consumers seek from the product, not on the depth of understanding of the consumers themselves.

Question 4

According to the person/situation segmentation,a firm should first position its offerings within the matrix and then position its competitors' offering within the matrix on the same criteria.

Accepted Answer

The answer of According to the person/situation segmentation,a firm should...

Question 5

The prestige market seeks only the highest-priced product available.

Accepted Answer

While the prestige market is often associated with luxury and high prices, it does not necessarily seek only the highest-priced product available. Consumers in the prestige market may value quality, exclusivity, and brand reputation over price. Additionally, some luxury brands offer lower-priced products within their line to cater to a wider range of consumers.

Question 6

Forming a particular brand image in consumers' minds is accomplished by developing a coherent strategy that may involve all of the marketing mix elements.

Accepted Answer

Yes, forming a brand image in consumers' minds requires a coherent strategy that includes all elements of the marketing mix such as product, price, promotion, and place. A consistent and intentional approach to the marketing mix can help establish a brand's identity and differentiate it from competitors in the market.

Question 7

Person/situation segmentation combines important segmentation bases such as benefits sought,product and attribute perceptions,and marketplace behavior.

Accepted Answer

Person/situation segmentation combines multiple segmentation bases such as benefits sought, product and attribute perceptions, and marketplace behavior to identify and target specific customer groups with tailored marketing strategies.

Question 8

A marketable segment is one that can be reached and served profitably.

Accepted Answer

A marketable segment is one that is profitable to serve and can be reached effectively with marketing and distribution efforts.

Question 9

Psychographic segmentation follows a post hoc model; that is,consumers first are asked a variety of questions about their lifestyles and then are grouped on the basis of the similarity of their responses.

Accepted Answer

Psychographic segmentation does follow a post hoc model where consumers are first asked questions about their lifestyle and then grouped based on the similarity of their responses.

Question 10

Since person/situation segmentation incorporates affect and cognition,behavior,environment,and marketing strategy,it offers a more comprehensive analysis than many other approaches.

Accepted Answer

Person/situation segmentation takes into consideration various aspects such as affect, cognition, behavior, environment, and marketing strategy, providing a comprehensive analysis. Thus, the statement is true.

Question 11

An examination of a positioning map by a company can indicate the need for a new product.

Accepted Answer

A positioning map is a visual tool used by companies to evaluate their products/services against their competitors in the marketplace. By analyzing the map, a company can determine opportunities to differentiate their offerings and identify gaps in the market where a new product could be introduced. Therefore, an examination of a positioning map can indicate the need for a new product.

Question 12

A new product can be positioned with respect to an attribute that competitors have ignored.

Accepted Answer

This is true, and is known as "unique selling proposition" or "differentiation strategy". By positioning a product with a unique attribute or benefit, it can stand out from competitors and attract a specific target market.

Question 13

Positioning of soap as a bath oil product rather than soap is an example of positioning by product user.

Accepted Answer

Positioning of soap as a bath oil product rather than soap is an example of positioning by product attribute or benefit, focusing on the product's characteristics or the benefits it offers, not by the type of user.

Question 14

Products can have multiple positioning strategies,as increasing the number minimizes the difficulties and risks associated with positioning.

Accepted Answer

Having multiple positioning strategies can lead to confusion among consumers and dilute the brand's message, increasing difficulties and risks rather than minimizing them.

Question 15

A product cannot be positioned in terms of two or more attributes simultaneously.

Accepted Answer

A product can be positioned in terms of multiple attributes simultaneously, such as quality, price, and convenience. In fact, many successful products are positioned as meeting several customer needs or desires at once.

Question 16

The price/quality attribute dimension is rarely used for positioning products.

Accepted Answer

The price/quality attribute dimension is actually commonly used for positioning products. It involves considering how the price of a product relates to its perceived quality, and can be a key factor that influences consumer perceptions and purchasing decisions.

Question 17

Brands such as Hartmann luggage and Gucci handbags are targeted toward the mass market consumers.

Accepted Answer

Hartmann luggage and Gucci handbags are both luxury brands targeted towards high-end consumers, not the mass market.

Question 18

While determining the best bases for segmenting markets,marketing managers may brainstorm the product concept and consider what types of consumers are likely to purchase and use the product and how they differ from those less likely to buy.

Accepted Answer

The answer of While determining the best bases for segmenting...

Question 19

A positioning map is used to investigate how to position a product.

Accepted Answer

A positioning map is a visualization tool used to identify a product’s position in the market and compare it to its competitors. It helps in identifying gaps in the market and opportunities for the product’s growth.

Question 20

Today's technology has helped marketers to target a product's best customers and the stores where they are most likely to shop.

Accepted Answer

With the use of data analytics and consumer behavior tracking, modern technology has enabled marketers to identify their target audience and the most effective channels to reach them, resulting in more targeted and successful marketing campaigns.

Quiz 15: Market Segmentation and Product Positioning