Question 1

A potential downside of a heavy-user-focused segmentation plan is that:
A)it can take resources away from those that require persuasion.
B)heavy users usually require constant encouragement to keep consuming a product.
C)heavy users do not differ significantly from infrequent users in terms of their motivations to consume.
D)it shifts focus to emergent consumers who need to be convinced to purchase the product.

Accepted Answer

By focusing solely on heavy users, resources may be allocated towards maintaining the loyalty of these customers instead of targeting potential customers who need persuasion. This can limit the growth potential of the product or brand.

Question 2

Climate, topography, community size, and national region have been found to make dramatic differences in consumption, including habits involving eating and food preparation, entertainment, and recreation.This is the basis of segmentation.
A)psychographic
B)commitment-level-based
C)geographic
D)demographic

Accepted Answer

The statement mentions climate, topography, community size, and national region as factors that affect consumption habits. These factors are examples of geographic segmentation, which involves dividing a market based on geographic areas like countries, regions, cities, or neighborhoods. Therefore, the best choice is C. Psychographic segmentation involves dividing a market based on personality, lifestyle, or values; commitment-level-based segmentation divides a market based on the level of loyalty or dedication to a brand or product; and demographic segmentation divides a market based on age, gender, income, education, or other demographic factors. While these types of segmentation may also be relevant for understanding consumption habits, they are not explicitly mentioned in the statement.

Question 3

Which firm did the text highlight as one with a long­term, successful campaign that epitomizes "simplicity" in defining its distinctiveness, a critical ingredient in a good positioning strategy?
A)Exedrin
B)Jack Daniels
C)Nike
D)Tylenol

Accepted Answer

The text highlights Jack Daniels as a firm with a long-term, successful campaign that epitomizes "simplicity" in defining its distinctiveness, a critical ingredient in a good positioning strategy.

Question 4

Why are systems such as PRIZM used widely by advertisers for segmentation?
A)because they provide deep segment description
B)because they allow for segmentation on the basis of frequency of usage
C)because they provide deep insights into consumers' motivations
D)because they emphasize the understanding of consumers' activities, interests, and opinions

Accepted Answer

PRIZM is widely used by advertisers for segmentation because it provides deep segment description. PRIZM segments consumers based on their demographics, lifestyle, and behavior, allowing advertisers to gain a better understanding of their target audience and tailor their marketing efforts accordingly. PRIZM provides detailed information about consumers' income, education, household composition, and other factors that can affect their purchasing decisions, making it an invaluable tool for marketers seeking to target specific segments of the population.

Question 5

A major criterion to consider during segment selection is the segment's business.
A)ad clutter
B)business market
C)competitive field
D)target market
, or the companies that are vying for that

Accepted Answer

The competitive field is a major criterion to consider during segment selection as it involves analyzing the level of competition within the segment, which can impact market entry and success.

Question 6

Perhaps the most fundamental criterion in segment selection revolves around what the members of the segment want versus:
A)how much they are willing to pay for it.
B)whether the segment is currently growing.
C)how much they are willing to settle for.
D)the organization's ability to provide it.

Accepted Answer

The most fundamental criterion in segment selection should consider the organization's ability to provide what the members of the segment want. The organization should choose a segment that aligns with its capabilities and strengths, and it must be able to deliver value to the customers in the segment. The other options, such as price, growth, and willingness to settle are important factors to consider, but they should not override the organization's ability to provide value to the customers.

Question 7

Which system has identified 62 market segments based on zip codes and the personal characteristics of their residents, creating a well-known tool for geodemographic segmentation?
A)Thorson and Moore's model
B)PRIZM
C)SIC Codes
D)VALS

Accepted Answer

PRIZM identifies 62 market segments based on zip codes and the personal characteristics of their residents, making it a well-known tool for geodemographic segmentation. Thorson and Moore's model is focused on lifestyle segmentation. SIC Codes are used to categorize industries, not consumers. VALS is a psychographic segmentation tool based on values, attitudes, and lifestyles.

Question 8

Thorson and Moore place as the paramount apex in their model.
A)specification of the brand's value proposition
B)identification and specification of the target segment
C)identification of the various persuasion tools that may be deployed as part of the campaigns
D)specification of niche segments within larger segments

Accepted Answer

The answer of Thorson and Moore place as the paramount...

Question 9

One big plus from a product position that stays consistent over time, like State Farm's "Good Neighbor" campaign, is that it
A)is more likely to break through advertising clutter.
B)successfully reaches nonusers.
C)doesn't need to target a particular segment.
D)is easily repositioned.

Accepted Answer

Consistently using a product position like State Farm's "Good Neighbor" campaign helps the brand break through advertising clutter because consumers are more likely to recognize it and remember it over time.

Question 10

Which of the following is true about the demographic group known as "woopies"?
A)They are identified as free spirits in their 20s and 30s who have yet to commit to long-term careers, relationships, lifestyles, or even geographic locations.
B)They represent the youngest demographic segment in the U.S.
C)They are identified as consumers over 50 years of age.
D)They consist of pre-teens and early adolescents, who will have great buying power within a few years.

Accepted Answer

"Woopies" stands for "Well-Off Older People," referring to consumers over 50 years of age.

Question 11

In Mobil's positioning as the "Friendly Serve" station, it had many good reasons to select the particular target market that it did.But one issue that was NOT a factor was that the segment
A)spent the largest amount of money at service stations.
B)had the greatest number of consumers in sheer numbers.
C)had potential for growth.
D)bought extras besides just gas.

Accepted Answer

Mobil's positioning as the "Friendly Serve" station did not consider the sheer number of consumers in the segment as a factor, focusing instead on spending, growth potential, and additional purchases.

Question 12

A firm hires an agency to persuade hairdressers, spas, and hair salons to purchase its line of hair care products, grooming equipment, and professional tools.In this case, the agency is specifically involved in:
A)psychographic research.
B)business-to-business marketing.
C)the competitive field
D)lifestyle segmentation.

Accepted Answer

The agency is involved in promoting and selling the firm's products to other businesses, which falls under the category of business-to-business marketing.

Question 13

Which company was highlighted in the text because it interviewed 3,000 consumers and created five distinct segments that it could then target in different ways, customizing lifestyle segmentation with a particular focus?
A)Estée Lauder
B)Folgers
C)Mobil
D)Pillsbury

Accepted Answer

The answer of Which company was highlighted in the text...

Question 14

The model shows that a brand's best opportunity for success involves the overlapping of four important
Factors: current relevance to the consumer, credibility or consumer belief in the brand, differentiation or a recognition
Of uniqueness, and "stretch" or the potential for consumer relevance over time.
A)SWOT analysis
B)PEST analysis
C)Symantec brand opportunity
D)Porter's four corners

Accepted Answer

The description matches the Symantec brand opportunity model, which focuses on relevance, credibility, differentiation, and stretch.

Question 15

is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the
Understanding of consumers' activities, interests, and opinions.
A)Demographics
B)Geodemographics
C)Psychographics
D)Micrographics

Accepted Answer

The term created by advertisers in the mid-1960s that emphasizes understanding consumers' activities, interests, and opinions is called psychographics. Demographics refers to statistical data relating to the population, geodemographics is a more specific type of demographic research that combines geographic and demographic data, and micrographics is a term used in the field of photography and document reproduction.

Question 16

A fast-food restaurant is attempting to position itself as the best choice when you're in a hurry because it serves all customers within 90 seconds.To maintain internal consistency, the firm might take all of the following steps below, EXCEPT for which one?
A)expanding on its menu
B)adding extra drive-up windows
C)hiring more order-takers
D)hanging up digital timers behind the counter

Accepted Answer

Expanding on the menu could slow down the ordering process and contradict the positioning of being the best choice for those in a hurry. Therefore, this step would not maintain internal consistency. The other choices (B, C, D) could all help to improve the speed of service and maintain the firm's positioning.

Question 17

In recent years skillful marketers have merged information on where people live with the U.S.Census Bureau's demographic data to produce a form of market segmentation known as segmentation.
A)demographic
B)micrographic
C)reprographic
D)geodemographic

Accepted Answer

The passage mentions merging information on where people live with the U.S. Census Bureau's demographic data to produce a form of market segmentation. This combination of geography and demography is known as geodemographic segmentation. Therefore, the correct answer is D) geodemographic.

Question 18

As highlighted in the text, "Careful Cooks," "Down­Home Stokers," and "Functional Feeders" are all segments identified by Pillsbury based on segmentation.
A)geopsychographic
B)niche
C)repositioned
D)lifestyle

Accepted Answer

"Careful Cooks," "Down-Home Stokers," and "Functional Feeders" are all lifestyle segments, as they are based on the lifestyle and behaviors of the target audience. Geopsychographic segmentation is based on the intersection of geographic, demographic, and psychographic factors. Niche segmentation is a more specific targeting approach based on a unique and specialized market segment. Repositioning involves changing the perception of a product or brand in the minds of consumers.

Question 19

What is a market niche?
A)A small group of consumers with unique needs and who typically are willing to pay a premium to have those needs met
B)A large group of heavy users who are loyal to a brand because it provides value at a relatively low price
C)A market segment that is served by many firms and is characterized by high levels of competition
D)A market segment that is characterized by high sales volumes and low prices

Accepted Answer

A market niche refers to a small group of consumers with unique needs and preferences that are not fully met by existing products or services in the market. These consumers are often willing to pay a premium to have their needs met, which makes them an attractive target for businesses looking to differentiate themselves and capture a loyal customer base.

Question 20

Which of the following forms the final apex of the strategic planning triangle proposed by Esther Thorson and Jeri Moore?
A)selection of a mix of persuasion tools
B)identification of the target segment
C)specification of the brand's value proposition
D)division of a market into segments

Accepted Answer

The answer of Which of the following forms the final...

Quiz 6: Market Segmentation Positioning and the Value Proposition

A potential downside of a heavy-user-focused segmentation plan is that:

Climate, topography, community size, and national region have been found to make dramatic differences in consumption, including habits involving eating and food preparation, entertainment, and recreation.This is the basis of segmentation.

Which firm did the text highlight as one with a longterm, successful campaign that epitomizes "simplicity" in defining its distinctiveness, a critical ingredient in a good positioning strategy?

Why are systems such as PRIZM used widely by advertisers for segmentation?

A major criterion to consider during segment selection is the segment's business.

Perhaps the most fundamental criterion in segment selection revolves around what the members of the segment want versus:

Which system has identified 62 market segments based on zip codes and the personal characteristics of their residents, creating a well-known tool for geodemographic segmentation?

Thorson and Moore place as the paramount apex in their model.

One big plus from a product position that stays consistent over time, like State Farm's "Good Neighbor" campaign, is that it

Which of the following is true about the demographic group known as "woopies"?

In Mobil's positioning as the "Friendly Serve" station, it had many good reasons to select the particular target market that it did.But one issue that was NOT a factor was that the segment

A firm hires an agency to persuade hairdressers, spas, and hair salons to purchase its line of hair care products, grooming equipment, and professional tools.In this case, the agency is specifically involved in:

Which company was highlighted in the text because it interviewed 3,000 consumers and created five distinct segments that it could then target in different ways, customizing lifestyle segmentation with a particular focus?

is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the Understanding of consumers' activities, interests, and opinions.

A fast-food restaurant is attempting to position itself as the best choice when you're in a hurry because it serves all customers within 90 seconds.To maintain internal consistency, the firm might take all of the following steps below, EXCEPT for which one?

In recent years skillful marketers have merged information on where people live with the U.S.Census Bureau's demographic data to produce a form of market segmentation known as segmentation.

As highlighted in the text, "Careful Cooks," "DownHome Stokers," and "Functional Feeders" are all segments identified by Pillsbury based on segmentation.

What is a market niche?

Which of the following forms the final apex of the strategic planning triangle proposed by Esther Thorson and Jeri Moore?