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Exam 9: Market Segmentation, targeting, and Positioning

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Question 21

Multiple Choice

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Progresso Soup has a line of hearty soups that are promoted to all consumers using a single marketing mix.The company is utilizing ______ marketing.​

A) ​undifferentiated
B) ​differentiated
C) ​concentrated
D) holistic

E) A) and B)
F) A) and D)

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Question 22

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Firms can reposition their already successful products in order to gain a greater market share.

A) True
B) False

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Question 23

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A firm that divides its customers into homogeneous groups based on their locations is said to be practicing _____ segmentation.

Raw silk is an example of a consumer product.

_____ are goods and services purchased for use either directly or indirectly in the production of other goods and services for resale.

In your regular goods and services consumption activities,you purchase products from the wholesaler for resale and for use in your store's daily operations.You also purchase products that you will feature in the gift baskets you make.On the basis of this information,which of the following best describes the market component you are part of?​

Which of the following is a basic requirement for effective market segmentation?

Consolidated metropolitan statistical areas (CMSA)are limited to the same state,making it difficult for marketers to tap into similar product-use patterns among populations in neighboring states.

According to the VALS framework,achievement-motivated consumers are influenced by:

AIO statements describe which of the following?

Products bought by ultimate customers for personal use are known as consumer products.

What is family lifecycle? Why do marketers segment their markets by family lifecycle stages?

Match each item with the correct statement below. a.target market b.market segmentation c.cohort effect d.primary metropolitan statistical area e.differentiated marketing f.concentrated marketing g.micromarketing h.positioning map i.VALS j.AIO statement k.core region l.consumer product m.demographic segmentation n.Pareto's law o.psychographic segmentation p.geographic information systems q.positioning r.geographic segmentation s.business product t.mass marketing -_____ defines consumer groups according to variables such as gender,age,income,occupation,and stage in the family lifecycle.

Dividing an overall market into homogeneous groups based on gender and age would constitute demographic segmentation.

Explain the VALS segmentation system.

Business products contribute directly or indirectly to the production of other goods and services for resale.

Market segmenting by demographics,also called socioeconomic segmentation,is the most common method of defining consumer groups.Select the best definition for market segmentation by demographics from the choices below.​

Market segmentation attempts to isolate traits that distinguish a certain group of consumers from the overall market.

Match each item with the correct statement below. a.target market b.market segmentation c.cohort effect d.primary metropolitan statistical area e.differentiated marketing f.concentrated marketing g.micromarketing h.positioning map i.VALS j.AIO statement k.core region l.consumer product m.demographic segmentation n.Pareto's law o.psychographic segmentation p.geographic information systems q.positioning r.geographic segmentation s.business product t.mass marketing -The tendency of members of a generation with common characteristics to be influenced and bound together by significant events occurring during their key formative years is called the _____.

Using AIO statements allows marketing researchers to develop lifestyle profiles.