Question 1

Unilever's Axe Spray and the associated advertising to attract older male customers is an attempt to
A) reposition the brand.
B) use mass marketing.
C) use premium positioning.
D) use brand democratization.
E) differentiate the brand.

Accepted Answer

Repositioning the brand involves changing the target market or the perception of the brand, which is what Unilever is attempting by targeting older male customers with Axe Spray.

Question 2

What variables are included in the following customer profile? Age 45-60, female, income over $100,000, professional, university educated, living in large urban city, environmentally and socially conscious, interested in new technology.
A) demographics and psychographics
B) demographics and behavioural response
C) demographics only
D) demographics, geographics, and psychographics
E) demographics, psychographics, and behavioral response

Accepted Answer

The customer profile includes demographics (age, gender, income, education), geographics (living in a large urban city), and psychographics (environmentally and socially conscious, interested in new technology).

Question 3

John spent time on bank websites looking up mortgage rates. He then started to receive ads from a mortgage company whenever he visited a webpage. The mortgage company is using what type of marketing strategy?
A) niche targeting
B) targeted advertising
C) direct marketing
D) behavioural targeting
E) geotargeting

Accepted Answer

Behavioral targeting involves tracking a user's online activities to deliver ads based on their behavior, such as visiting bank websites for mortgage rates.

Question 4

Technology is proving to be a critical facilitator in marketing activities today. Describe and give examples of three different ways that technology can be used to enhance the effectiveness of marketing activities.

Accepted Answer

The answer of Technology is proving to be a critical...

Question 5

What type of segmentation strategy does Walmart use when targeting the consumer market? Describe what they do and explain your point of view.

Accepted Answer

The answer of What type of segmentation strategy does Walmart...

Question 6

Four kinds of segmentation are described in your text. Identify each of these, describe them, and provide an example of a product, service, company, or brand that demonstrates each.

Accepted Answer

The answer of Four kinds of segmentation are described in...

Question 7

What is micromarketing? Provide an explanation of this concept and give an example of a product or service that is suited to this strategy.

Accepted Answer

The answer of What is micromarketing? Provide an explanation of...

Question 8

Describe two separate market segments to which audio books can target their products. What kind of segmentation is this?

Accepted Answer

The answer of Describe two separate market segments to which...

Question 9

Describe a target market for single-serve frozen dinners in terms of demographics, geographics, and psychographics.

Accepted Answer

The answer of Describe a target market for single-serve frozen...

Question 10

Explain why the astute marketer will consider marketing strategies specifically targeted at the female market segment.

Accepted Answer

The answer of Explain why the astute marketer will consider...

Question 11

What is behavioural targeting? Provide a definition and then give an example (which is not in the text) that demonstrates your understanding of this tool.

Accepted Answer

The answer of What is behavioural targeting? Provide a definition...

Question 12

Describe how Canada's ethnic diversity is geographically located and what kinds of marketing opportunities this presents.

Accepted Answer

The answer of Describe how Canada's ethnic diversity is geographically...

Question 13

Identify and explain the three steps of segmentation.

Accepted Answer

The answer of Identify and explain the three steps of...

Question 14

A website on the Internet offers people the ability to purchase books and communicate directly with the authors through e-mail. The website has no affiliation with a bookstore or publisher. What type of segmentation strategy is being used here? Explain your answer.

Accepted Answer

The answer of A website on the Internet offers people...

Question 15

Canada can be divided into five distinct areas. Define these regions and explain the circumstances under which a different strategy may be deployed based on regional differences, using an example from the text.

Accepted Answer

The answer of Canada can be divided into five distinct...

Question 16

Describe, using examples, how a shampoo would use both product differentiation positioning or lifestyle positioning effectively.

Accepted Answer

The answer of Describe, using examples, how a shampoo would...

Question 17

Five different positioning strategies were discussed in your text. List these and provide an example of a product that has been positioned using each strategy. Provide an explanation to justify your examples.

Accepted Answer

The answer of Five different positioning strategies were discussed in...

Question 18

Explain and give an example of how a technical innovation strategy could be used.

Accepted Answer

The answer of Explain and give an example of how...

Question 19

Consider the beer market and use examples to indicate three different segmentation strategies that could be used.

Accepted Answer

The answer of Consider the beer market and use examples...

Question 20

Explain how a car manufacturer who becomes the first to market an electric car could use four different positioning strategies.

Accepted Answer

The answer of Explain how a car manufacturer who becomes...

Quiz 7: Market Segmentation and Target Marketing

Unilever's Axe Spray and the associated advertising to attract older male customers is an attempt to

What variables are included in the following customer profile? Age 45-60, female, income over $100,000, professional, university educated, living in large urban city, environmentally and socially conscious, interested in new technology.

John spent time on bank websites looking up mortgage rates. He then started to receive ads from a mortgage company whenever he visited a webpage. The mortgage company is using what type of marketing strategy?