Exam 5: Market Segmentation, Targeting and Positioning

A) So that a more effective marketing mix can be designed for these segments
B) So that companies adopt an effective pricing strategy
C) So that companies can target the more profitable segments of the marketplace
D) So that a more effective new product development process can be employed for a company's targeted segments

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A) Groups customers into segments
B) Links buyer behaviour to customer groups
C) Pinpoints potential interested customers
D) Breaks down a country into smaller segments

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A) Wealth determination
B) Media readership and viewership profiles
C) Advertising effectiveness
D) New product testing

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A) A Corresponding Official Residential Notation
B) A Classification of Reported Nationals
C) A Classification of Residential Neighbourhoods
D) A Countrywide Official Resources Navigation

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A) services
B) companies
C) brands
D) segments

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A) Behavioural
B) Psychographic
C) Profile
D) All are consumer segmentation variables

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A) The positioning idea must be a truly unique idea in the marketplace
B) The positioning idea must consist of ideas that can be understood by potential consumers
C) The positioning idea must be clear in terms of both target market and differential advantage
D) None of the above

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C

A) Customers
B) Competitors
C) The company
D) All of the above

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A) Designing a company's offering so that it occupies a meaningful and distinct position in the mind of the consumer
B) Designing a company's offering so that it appeals to a narrow segment of the market
C) None of the above
D) All of the above

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A) The differential advantage should be categorical and definitive
B) The differential advantage should have a competitive edge
C) The differential advantage should have equity
D) The differential advantage should be similar to competitors

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A) Enhanced profitability
B) Improved customer defection
C) More effective competitors
D) More effective targeting of conditions

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A) Due to poor advertising campaigns
B) Due to poor and ineffective product placement within stores
C) Because of changing customer tastes or poor sales performance
D) Because consumers feel that the product or service is overpriced

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A) To identify differences in behaviour that has implications for marketing decisions
B) To identify the most profitable consumer segments
C) To target segments that are not targeted by competitors
D) To target segments which match our product/ service attributes

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A) Less distribution channels needed
B) Less advertising is needed, thereby reducing costs incurred
C) Companies only have to develop a single product offering, thereby making it convenient
D) Company does not have to continually invest in new product development

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A) anthropologists
B) psychologists
C) communicators
D) physiologists

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A) To create and maintain a distinctive place in the market for a company and/ or its products
B) To secure the most effective and efficient placement for one's products on retailers' shelf space
C) To create brand value
D) None of the above

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A

A) Irish companies
B) British companies
C) French companies
D) Japanese companies

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