Lesson 15

Question 1

What is the focus of segmentation, targeting, and positioning

Answer 1

To find the needs a month of the consumer within your market. With this information, marketing decisions can be made that satisfy customers needs and wants, generate revenue and achieve organizational goals

Question 2

What does STP stand for

Answer 2

Segmentation, targeting, positioning

Question 3

What does segmentation include

Answer 3

Usage, demographics, psychographics, purchase behavior, or a combination of these factors

Question 4

What is targeting approach

Answer 4

opportunity/viability of each segment. Select one or more segments as targets.

Question 5

What is the positioning approach

Answer 5

Develop positioning strategy for each segment

Develop marketing program for each segment

Question 6

What are the four criteria marketers must make sure the segment meets

Answer 6

Sufficient size, identifiable or measurable, differentiated, and reachable

Question 7

What are the different kinds of target marketing approaches

Answer 7

Undifferentiated, differentiated, concentrated, customized

Question 8

Undifferentiated

Answer 8

One strategy applied a whole market

Question 9

Differentiated

Answer 9

Separate strategies for each market segment

Question 10

Concentrated

Answer 10

Focus strategy for a large portion of a small market

Question 11

Customized

Answer 11

Individualize strategy for each customer

Question 12

We’re looking at the STP approach select two activities that are accomplished in the targeting phase

Answer 12

Select one or more segments, evaluate the viability of each segment

Question 13

What is a perceptual map

Answer 13

It’s a tool that marketers use to position. they are visual diagrams that display perceptions of customers or potential customers

Question 14

What is established during the positioning stage of the STP approach

Answer 14

Marketing mix