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Exam 7: Segmentation, Targeting, and Positioning

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Question 21

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________ is the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs.

A) Market penetration
B) Market liquidity
C) Market segmentation
D) Market capitalization

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Question 22

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________ refers to the location of a product in the minds of consumers.

A) Positioning
B) Targeting
C) Benchmarking
D) Product displacement

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Question 23

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Jennifer is the chief financial officer (CFO) of an international bank. She is an American Porsche customer who considers her car as a reward for having worked hard all her life. She strongly feels that owning the car is what really matters and not the prestige of owning an expensive automobile. Which of the following psychographic categories does Jennifer belong to?

According to Young & Rubicam's (Y&R's) psychographic segmentation study, which of the following groups of customers is likely to exhibit impulse purchase behavior?

________ involves grouping people in terms of their attitudes, values, and lifestyles.

Special-interest products are examples of high-tech products.

According to D'Arcy Masius Benton & Bowles's psychographic study in Russia, "Russian Souls" theoretically prefer Russian products but look down on mass-produced goods of inferior quality.

Which of the following is true of concentrated global marketing?

According to Y&R's psychographic segmentation study, which of the following groups of customers is likely to include managers or professionals who frequently travel and dine out?

What are the three basic criteria for assessing opportunity in global target markets?

According to the psychographic segmentation of Porsche users, Fantasists are American Porsche users who believe that their cars heighten excitement.

According to Young & Rubicam's 4Cs, Succeeders tend to value luxury and quality while making purchases.

Which of the following is an example of a global-village high-touch product?

Standardized global marketing involves devising a marketing mix to reach a single segment of the global market.

According to Young & Rubicam's 4Cs, Mainstreamers are unhappy and ambitious people with white collar jobs.

Demographic segmentation is based on immeasurable or intangible characteristics of populations.

An advantage of geographic segmentation is that the segments would be close to each other.

Marketing of high-tech products requires less emphasis on specialized information and more emphasis on image.

Even a narrow segment can be served profitably with a standardized product if the segment exists in several countries.

________ involves categorizing consumers in terms of user status and usage rates.