Question 1

A tattoo artist creates tattoos according to his customers' specifications.This is an example of:
A)brand repositioning.
B)ideal positioning.
C)perceptual mapping.
D)mass marketing.
E)micromarketing.

Accepted Answer

Micromarketing is the targeting of specialized markets, such as the market for tattoos. The tattoo artist here is creating tattoos to meet the specific needs and desires of individual customers, which is an example of micromarketing.

Question 2

A local bakery customizes its pastries and cakes to suit individual customer requirements.This is an example of:
A)undifferentiated segmentation.
B)micromarketing.
C)perceptual mapping.
D)brand positioning
E)geographic segmentation.

Accepted Answer

Micromarketing involves targeting a small and specific group of customers with customized products or services. The local bakery's customization of pastries and cakes to suit individual customer requirements aligns with this concept.

Question 3

A company that sells shoes has a website with a make-your-own-shoe feature.It makes a vast number of styles in every major performance category available to the customer for personalization.This is an example of:
A)mass customization.
B)brand repositioning.
C)perceptual mapping.
D)undifferentiated positioning.
E)brand extension.

Accepted Answer

The make-your-own-shoe feature offered by the company is an example of mass customization, as it allows customers to personalize their shoes from a broad range of available styles in various categories like performance, size, color, etc. This way, the company can cater to the unique preferences and needs of individual customers without compromising on efficiency and scale.

Question 4

A company sells baseball bats.It has a website where customers can log in and choose from out of 50 variations with regard to the weight, length, thickness, and design of the bat.The customers get a bat based on their own specifications.This is an example of:
A)mass customization.
B)brand repositioning.
C)perceptual mapping.
D)ideal positioning.
E)mass marketing.

Accepted Answer

Mass customization refers to the process of allowing customers to personalize or customize a product based on their specific preferences or requirements. In this case, the company is offering 50 variations of baseball bats that customers can choose from based on their desired weight, length, thickness, and design. This approach allows customers to get a product that meets their unique needs, and is therefore an example of mass customization.

Question 5

Tremlock is a company that sells used cars.It was able to establish itself in the mind of the consumer as a low-cost, high-quality used-car dealer as an alternative to low-cost, low-quality new-car dealer.This is an example of:
A)differentiated targeting.
B)positioning.
C)perceptual mapping.
D)mass customization.
E)micromarketing.

Accepted Answer

This scenario represents positioning, which refers to how a company establishes a clear identity or image in the minds of its target market relative to competitors. Tremlock's positioning is as a low-cost, high-quality used-car dealer, differentiating itself from low-cost, low-quality new-car dealers.

Question 6

The last step in developing a market segmentation strategy is:
A)segmenting.
B)positioning.
C)strategizing.
D)targeting.
E)analyzing.

Accepted Answer

Positioning is the last step in developing a market segmentation strategy. After the market has been segmented and a target market has been chosen, the company must position its products or services in a way that will appeal to the selected segments.

Question 7

Which of the following is true of positioning?
A)It refers to the display, in two or more dimensions, of the position of products or brands in the consumer's mind.
B)It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs.
C)It refers to the mental picture that people have about a company and its products or services relative to competitors.
D)It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences.
E)It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services.

Accepted Answer

Positioning refers to the mental perception of a brand or company in the minds of consumers. It is how consumers perceive the brand relative to its competitors. Option A refers to perceptual mapping, option B refers to customization, option D refers to repositioning, and option E refers to mass customization.

Question 8

Stella makes a living by designing jewellery for her customers.She interviews each customer to understand his or her specific needs and then designs the jewels accordingly.Each piece of jewellery is unique.This is an example of:
A)brand repositioning.
B)positioning.
C)perceptual mapping.
D)mass marketing.
E)micromarketing.

Accepted Answer

This scenario exemplifies micromarketing, which focuses on the individual needs of customers and tailors marketing efforts accordingly. Stella interviews each customer to understand their specific needs, and designs unique jewellery for each customer. This approach is highly personalized and specific to each individual customer, which is the hallmark of micromarketing.

Question 9

Cyclic Inc.launches a new bike in the market.Although it maintains the same quality as other bikes in the market, it offers a much lower price.Which of the following strategies is used by the company to create an image of a low-cost, high-quality brand among its consumers?
A)Undifferentiated targeting
B)Positioning
C)Perceptual mapping
D)Mass marketing
E)Micromarketing

Accepted Answer

The company is using positioning strategy to create an image of a low-cost, high-quality brand among its consumers. By offering a much lower price than other bikes in the market, the company is positioning itself as a cost-effective option without compromising the quality. This will help the company to attract price-sensitive consumers who are looking for good quality bikes at a lower price point.

Question 10

James lives in a small fishing town and builds boats for a living.He lets his customers choose their own specifications for the boats they want to purchase.This includes the colour, design, and material of the boat.This is an example of:
A)brand repositioning.
B)positioning.
C)perceptual mapping.
D)mass marketing.
E)micromarketing.

Accepted Answer

James is engaging in micromarketing by tailoring his products (boats) to meet the specific needs and preferences of individual customers or local customer segments.

Question 11

The position at which a particular market segment's best product would lie on a perceptual map is referred to as a(n):
A)self-concept.
B)ideal point.
C)self-value.
D)absolute angle.
E)potential gradient.

Accepted Answer

The position at which a particular market segment's best product would lie on a perceptual map is referred to as its ideal point. This is the point where the product would be perceived as offering the best value to consumers in that segment.

Question 12

Rick, a neighbourhood tailor, makes clothes according to the requirements of each of his individual customers.This is an example of:
A)brand repositioning.
B)undifferentiated positioning.
C)perceptual mapping.
D)mass marketing.
E)micromarketing.

Accepted Answer

Micromarketing (also known as niche marketing) is a strategy of tailoring products or services to suit the needs of a specific small or niche market or audience. In this case, Rick, the tailor, is creating customized clothes for individual customers, which is an example of micromarketing.

Question 13

A company launches a wide range of perfumes.Customers can go to the company's store and combine the perfumes in different ways to create unique scents.This is an example of:
A)mass customization.
B)brand repositioning.
C)perceptual mapping.
D)ideal positioning.
E)brand extension.

Accepted Answer

This is an example of mass customization, where the company is offering customers the ability to combine the perfumes in different ways to create unique scents. Mass customization enables companies to provide personalized products to customers without incurring the high costs of traditional customization methods.

Question 14

Which of the following is true of a perceptual map?
A)It refers to the display, in two or more dimensions, of the position of products or brands in the consumer's mind.
B)It refers to the segmentation that tailors a product or service to suit an individual customer's wants or needs.
C)It refers to the mental picture that people have about a company and its products or services relative to competitors.
D)It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences.
E)It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services.

Accepted Answer

A perceptual map is a visual representation of how consumers perceive products or brands in the marketplace. It displays the relative position of different products or brands in consumers' minds based on differentiating attributes. The map is usually plotted in two or more dimensions to show the similarities or differences between brands, and how they are perceived by consumers. Therefore, option A is the only true statement about perceptual maps.

Question 15

As a positioning strategy, symbolism refers to the:
A)attributes that are most important to the target market.
B)relationship of price to quality.
C)psychological meaning of a brand to its consumers.
D)positioning of a product or service against a specific competitor.
E)position of a product in the market.

Accepted Answer

Symbolism as a positioning strategy involves creating a psychological meaning of a brand to its consumers, tapping into their emotions and values, and using symbols to communicate a message that resonates with them. This helps to differentiate the brand from its competitors and create a powerful and lasting image in the minds of the target market.

Question 16

As a positioning strategy, value refers to the:
A)attributes that are most important to the target market.
B)relationship of price to quality.
C)psychological meaning of a brand to consumers.
D)positioning of a product against a specific competitor.
E)position of a brand in consumers' mind.

Accepted Answer

Value as a positioning strategy often refers to the relationship of price to quality, where a company positions its product or service as offering the best value for the money.

Question 17

Pete's is a car rental company.It promotes itself with the line "Pete's is second to the best.So, we strive harder." When Pete's tries to create an image in the mind of the customer that it tries harder than the No.1 rental company to fulfil the demands of customers, it is using:
A)brand repositioning.
B)positioning.
C)perceptual mapping.
D)mass marketing.
E)micromarketing.

Accepted Answer

Pete's is using positioning to create an image in the customer's mind that they strive harder than the No.1 rental company. Brand repositioning would involve changing the current image of the brand, which is not the case here. Perceptual mapping is a research tool used to analyze consumer perceptions of different brands in the market. Mass marketing involves targeting a large untapped customer base with a generic message, while micromarketing involves targeting a small specific group with a personalized message.

Question 18

Which of the following is true of mass customization?
A)It refers to the display, in two or more dimensions, of the position of products or brands in the consumer's mind.
B)It refers to a marketing strategy a firm can use if a product or service is perceived to provide the same benefits to everyone.
C)It refers to the mental picture that people have about a company and its products or services relative to competitors.
D)It refers to a strategy in which marketers change a brand's focus to target new markets or realign the brand's core emphasis with changing market preferences.
E)It refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services.

Accepted Answer

Mass customization refers to the practice of interacting on a one-to-one basis with many people to create custom-made products or services.

Question 19

Jo's Inc.manufactures seeding equipment that can be modified in about half a million ways to provide a unique version to an individual customer.Customers can order their own personalized seeding equipment from Jo's website.This is an example of:
A)mass customization.
B)brand repositioning.
C)perceptual mapping.
D)ideal positioning.
E)mass marketing.

Accepted Answer

The fact that Jo's Inc. offers half a million ways to modify their seeding equipment indicates that they are able to provide customized products to individual customers while still being able to manufacture them on a large scale. This is the definition of mass customization.

Question 20

A graph shows consumer perceptions of various automobiles on the two dimensions of sportiness/conservative and classy/affordable.The graph would be called a:
A)brand map.
B)positioning map.
C)perceptual map.
D)marketing map.
E)conceptual map.

Accepted Answer

A perceptual map is a visual representation of consumers' perceptions and preferences for different brands or products based on two or more dimensions. In this case, the graph is showing consumer perceptions of automobiles based on the dimensions of sportiness/conservative and classy/affordable. Therefore, the correct choice is (C) perceptual map.

Quiz 6: Segmentation, Targeting, and Positioning

A tattoo artist creates tattoos according to his customers' specifications.This is an example of:

A local bakery customizes its pastries and cakes to suit individual customer requirements.This is an example of:

A company that sells shoes has a website with a make-your-own-shoe feature.It makes a vast number of styles in every major performance category available to the customer for personalization.This is an example of:

A company sells baseball bats.It has a website where customers can log in and choose from out of 50 variations with regard to the weight, length, thickness, and design of the bat.The customers get a bat based on their own specifications.This is an example of:

Tremlock is a company that sells used cars.It was able to establish itself in the mind of the consumer as a low-cost, high-quality used-car dealer as an alternative to low-cost, low-quality new-car dealer.This is an example of:

The last step in developing a market segmentation strategy is:

Which of the following is true of positioning?

Stella makes a living by designing jewellery for her customers.She interviews each customer to understand his or her specific needs and then designs the jewels accordingly.Each piece of jewellery is unique.This is an example of:

Cyclic Inc.launches a new bike in the market.Although it maintains the same quality as other bikes in the market, it offers a much lower price.Which of the following strategies is used by the company to create an image of a low-cost, high-quality brand among its consumers?

James lives in a small fishing town and builds boats for a living.He lets his customers choose their own specifications for the boats they want to purchase.This includes the colour, design, and material of the boat.This is an example of:

The position at which a particular market segment's best product would lie on a perceptual map is referred to as a(n) :

Rick, a neighbourhood tailor, makes clothes according to the requirements of each of his individual customers.This is an example of:

A company launches a wide range of perfumes.Customers can go to the company's store and combine the perfumes in different ways to create unique scents.This is an example of:

Which of the following is true of a perceptual map?

As a positioning strategy, symbolism refers to the:

As a positioning strategy, value refers to the:

Pete's is a car rental company.It promotes itself with the line "Pete's is second to the best.So, we strive harder." When Pete's tries to create an image in the mind of the customer that it tries harder than the No.1 rental company to fulfil the demands of customers, it is using:

Which of the following is true of mass customization?

Jo's Inc.manufactures seeding equipment that can be modified in about half a million ways to provide a unique version to an individual customer.Customers can order their own personalized seeding equipment from Jo's website.This is an example of:

A graph shows consumer perceptions of various automobiles on the two dimensions of sportiness/conservative and classy/affordable.The graph would be called a: