Question 1

Positioning means to cut your market into pieces and focus on the piece or pieces that make the most sense.

Accepted Answer

Positioning refers to how a product is perceived in the minds of consumers relative to competing products, while market segmentation is the process of dividing a market into distinct groups.

Question 2

Spending advertising dollars to get "switchers" to buy your brand may seem like a good idea, but it often results in
only one-time or random purchases.

Accepted Answer

This is because "switchers" are not loyal customers and may not continue to purchase the brand after trying it once. It is more effective to focus advertising dollars on building brand loyalty among existing customers or attracting new customers who are likely to become loyal.

Question 3

When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market.

Accepted Answer

This statement is true because brands often use market segmentation to identify subgroups of consumers with shared characteristics or behaviors to better tailor their marketing strategies and messages.

Question 4

Today, advertising tends to be used almost exclusively by businesses targeting consumer markets, and only in very rare circumstances by businesses trying to sell products to other businesses.

Accepted Answer

This statement is false. Advertising is used by businesses targeting both consumer and business markets. However, the strategies and channels used may vary for each market.

Question 5

The positioning model from Anne Bahr constitutes the overlapping of the proposition for the brand and persuasion tools.

Accepted Answer

The answer of The positioning model from Anne Bahr constitutes...

Question 6

A gourmet ice cream franchise advertises itself as offering thick, creamy, gooey treats, calling them delectable, desirous, and decadent-the richest and sweetest desserts found anywhere in America.The owner of the local shop buys ads focusing on extended hours and friendly service.This is an example of internal consistency.

Accepted Answer

The advertisement focuses on the gourmet ice cream being thick, creamy, and sweet, while the local shop's ads focus on extended hours and friendly service. The two do not have internal consistency.

Question 7

Demographic segmentation is used in selecting target segments by focusing on consumers' descriptors such as their
values, beliefs, philosophies, and opinions.

Accepted Answer

Demographic segmentation focuses on consumers' age, gender, income, education, occupation, and other descriptive characteristics, not their values, beliefs, philosophies, or opinions. This type of segmentation is based on measurable and objective criteria, rather than subjective factors.

Question 8

LivTo Inc.is a company that manufactures cosmetic products for women.It claims to have the best customer care services and is prompt to address the grievances of its customers.To be internally consistent, the company should invest in a better Research and Development department and also create a new image for its products.

Accepted Answer

Internal consistency refers to aligning actions and strategies with the company's stated goals or claims. Improving R&D and creating a new image are not directly related to customer care services.

Question 9

One drawback of niche marketing is that a company often has to reduce the price of its product due to the smaller volume of sales it can expect.

Accepted Answer

Niche marketing allows a company to charge a premium price for its specialized product or service due to the unique benefits it offers and the limited competition. Therefore, there is no need for the company to reduce the price of its product.

Question 10

Bayt Café is launching a new advertising campaign portraying its restaurant as having very fast service and a cheerful staff to target a younger crowd.The campaign alone will be enough to gain the loyalty of the younger segment.

Accepted Answer

While a good advertising campaign can increase brand awareness and attract new customers, it alone may not be enough to gain the loyalty of the younger segment. The quality of the food, overall customer experience, and consistency in service will also play a significant role in building loyalty.

Question 11

Any meaningful positioning strategy needs to include several broad elements in its message-including attention­
getting, variety, flexibility, and complexity.

Accepted Answer

A meaningful positioning strategy should focus on clarity, consistency, and relevance rather than complexity. It should communicate a clear and compelling message that differentiates the brand from competitors.

Question 12

When formulating a positioning strategy, a multiple-benefits approach is strongly suggested to satisfy many markets
at the same time, because it alerts consumers to a wide array of diverse functions and positive consequences related to the product.

Accepted Answer

A multiple-benefits approach can dilute the brand's message and confuse consumers, making it less effective in establishing a clear and strong market position.

Question 13

If General Mills decides to use the STP framework, it can divide its resources to reach a number of separate and distinct market segments.

Accepted Answer

The STP (Segmentation, Targeting, Positioning) framework involves dividing a larger market into smaller segments and targeting specific segments with tailored marketing efforts. By doing so, General Mills can allocate its resources to effectively reach different groups of customers with unique needs and preferences.

Question 14

Companies can do well by spending advertising dollars to target nonusers over other user groups, since they offer the highest level of opportunity.

Accepted Answer

Targeting nonusers can be risky and less effective because they may not be interested in the product or service, whereas existing users or potential users who have shown interest are more likely to convert.

Question 15

STP marketing includes three factors-identifying, positioning, and informing.

Accepted Answer

STP marketing includes segmentation, targeting, and positioning.

Question 16

Psychographic segmentation focuses on the inner mindset of consumers rather than outer aspects of their lives such as activities, interests, and lifestyles.

Accepted Answer

Psychographic segmentation actually focuses on consumers' activities, interests, and lifestyles, which are considered outer aspects of their lives, as well as their inner mindset.

Question 17

If an advertiser sees a large potential segment being served by a competitor with a big budget, it might consider identifying and targeting smaller groups within that large segment.

Accepted Answer

This strategy is referred to as "niche marketing," and it involves targeting a smaller, more specific group within a larger market. This can be an effective way to compete with larger competitors by focusing on a more specialized area that they may not be targeting as heavily.

Question 18

In the world of advertising, markets are positioned, but products are segmented.

Accepted Answer

In the world of advertising, markets are segmented, but products are positioned. Market segmentation identifies groups of consumers who are similar in some way and then creates different marketing mix strategies to appeal to each group. Product positioning is the process of creating an image or identity in the minds of the target market for a specific product, brand or company.

Question 19

Demographics are rarely used to describe or profile target segments that have already been identified as prospects by other variables.

Accepted Answer

Demographics, along with other variables such as psychographics, behavior or geography, are commonly used to identify and profile target segments. Once a target segment has been identified using these variables, demographics may still be used as a means of further refining the target segment profile, understanding their needs and preferences, or developing targeted messaging and communication strategies.

Question 20

Haley Inc.is a company that manufactures products for babies and toddlers.It's advertising campaigns have carried various slogans over the years, but they have all revolved around the same thematic core.This is an example of consistent positioning approach.

Accepted Answer

The statement correctly describes consistent positioning approach, where a brand consistently communicates a core message or identity to its target audience over time.

Quiz 6: Market Segmentation Positioning and the Value Proposition

Positioning means to cut your market into pieces and focus on the piece or pieces that make the most sense.

Spending advertising dollars to get "switchers" to buy your brand may seem like a good idea, but it often results in only one-time or random purchases.

When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market.

Today, advertising tends to be used almost exclusively by businesses targeting consumer markets, and only in very rare circumstances by businesses trying to sell products to other businesses.

The positioning model from Anne Bahr constitutes the overlapping of the proposition for the brand and persuasion tools.

Demographic segmentation is used in selecting target segments by focusing on consumers' descriptors such as their values, beliefs, philosophies, and opinions.

One drawback of niche marketing is that a company often has to reduce the price of its product due to the smaller volume of sales it can expect.

Bayt Café is launching a new advertising campaign portraying its restaurant as having very fast service and a cheerful staff to target a younger crowd.The campaign alone will be enough to gain the loyalty of the younger segment.

Any meaningful positioning strategy needs to include several broad elements in its message-including attention getting, variety, flexibility, and complexity.

When formulating a positioning strategy, a multiple-benefits approach is strongly suggested to satisfy many markets at the same time, because it alerts consumers to a wide array of diverse functions and positive consequences related to the product.

If General Mills decides to use the STP framework, it can divide its resources to reach a number of separate and distinct market segments.

Companies can do well by spending advertising dollars to target nonusers over other user groups, since they offer the highest level of opportunity.

STP marketing includes three factors-identifying, positioning, and informing.

Psychographic segmentation focuses on the inner mindset of consumers rather than outer aspects of their lives such as activities, interests, and lifestyles.

If an advertiser sees a large potential segment being served by a competitor with a big budget, it might consider identifying and targeting smaller groups within that large segment.

In the world of advertising, markets are positioned, but products are segmented.

Demographics are rarely used to describe or profile target segments that have already been identified as prospects by other variables.

Haley Inc.is a company that manufactures products for babies and toddlers.It's advertising campaigns have carried various slogans over the years, but they have all revolved around the same thematic core.This is an example of consistent positioning approach.

Quiz 6: Market Segmentation Positioning and the Value Proposition

Positioning means to cut your market into pieces and focus on the piece or pieces that make the most sense.

Spending advertising dollars to get "switchers" to buy your brand may seem like a good idea, but it often results in only one-time or random purchases.

When a brand team defines the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market.

Today, advertising tends to be used almost exclusively by businesses targeting consumer markets, and only in very rare circumstances by businesses trying to sell products to other businesses.

The positioning model from Anne Bahr constitutes the overlapping of the proposition for the brand and persuasion tools.

Demographic segmentation is used in selecting target segments by focusing on consumers' descriptors such as their values, beliefs, philosophies, and opinions.

One drawback of niche marketing is that a company often has to reduce the price of its product due to the smaller volume of sales it can expect.

Bayt Café is launching a new advertising campaign portraying its restaurant as having very fast service and a cheerful staff to target a younger crowd.The campaign alone will be enough to gain the loyalty of the younger segment.

Any meaningful positioning strategy needs to include several broad elements in its message-including attention­ getting, variety, flexibility, and complexity.

When formulating a positioning strategy, a multiple-benefits approach is strongly suggested to satisfy many markets at the same time, because it alerts consumers to a wide array of diverse functions and positive consequences related to the product.

If General Mills decides to use the STP framework, it can divide its resources to reach a number of separate and distinct market segments.

Companies can do well by spending advertising dollars to target nonusers over other user groups, since they offer the highest level of opportunity.

STP marketing includes three factors-identifying, positioning, and informing.

Psychographic segmentation focuses on the inner mindset of consumers rather than outer aspects of their lives such as activities, interests, and lifestyles.

If an advertiser sees a large potential segment being served by a competitor with a big budget, it might consider identifying and targeting smaller groups within that large segment.

In the world of advertising, markets are positioned, but products are segmented.

Demographics are rarely used to describe or profile target segments that have already been identified as prospects by other variables.

Haley Inc.is a company that manufactures products for babies and toddlers.It's advertising campaigns have carried various slogans over the years, but they have all revolved around the same thematic core.This is an example of consistent positioning approach.

Any meaningful positioning strategy needs to include several broad elements in its message-including attention getting, variety, flexibility, and complexity.