Question 1

Some segments are so attractive that many competitors are also pursuing those customers. A firm is considering whether to include this segment in its targets and should

Accepted Answer

The answer of Some segments are so attractive that many...

Question 2

After selecting the target segments, a firm needs to create a positioning statement. Which of the following is NOT one of the four components of a positioning statement?

Accepted Answer

The value the customer will receive is not typically a component of a positioning statement. A positioning statement usually includes the target customer, the benefit to the customer, and the differentiation from competitors, but not the explicit value the customer will receive.

Question 3

The Chief Marketing Officer of a consumer electronics firm wanted to bring out a line of less expensive, simpler appliances to reach new markets. Which of the following would you recommend as her best alternative?

Accepted Answer

Launching a new brand allows the company to target new market segments without diluting the brand equity of their existing, more premium product lines. This approach enables the firm to cater to different customer needs and preferences effectively.

Question 4

What is your dream laptop computer? Assume that there are others with similar needs and means. Suggest a positioning statement the company might use to appeal to you and others like you in your target segment?

Accepted Answer

The answer of What is your dream laptop computer? Assume...

Question 5

If a marketer has examined the competitive landscape and has accurate and comprehensive data, why is a perceptual map useful?

Accepted Answer

The answer of If a marketer has examined the competitive...

Question 6

Positioning statements are essential for communications plans but operate independently of the other elements of the marketing mix.

Accepted Answer

Positioning statements are a crucial part of the communications plans but they are designed to fit within the broader marketing mix (Product, Price, Place, Promotion) to ensure a consistent and cohesive strategy across all aspects of marketing.

Question 7

Perceptual maps are particularly useful as they establish positions relevant to all the markets in which the company is operating.

Accepted Answer

Perceptual maps are typically designed for specific markets or product categories, and they illustrate consumer perceptions and preferences in those areas rather than across all markets a company operates in.

Quiz 6: Segmentation, Targeting, and Positioning