Segmentation, Targeting, and Positioning Flashcards
__________ involves aggregating prospective buyers into groups that (1) have common needs and (2) will respond similarly to a marketing action.
A. Targeting
B. Market differentiation
C. Market diversification
D. Market segmentation
D
What does the term product positioning refer to?
A. An old and outdated concept no longer worthy of consideration in marketing planning
B. A careful analysis of cross tabulations
C. Shelf locations in major chain, grocery and department stores
D. The place a product offering occupies in consumers’ minds on important attributes
D
John is flipping through a magazine for dedicated gamers. His sister gave him a subscription for his birthday. He notices an ad in the magazine for a cool new gaming headset with stereo and microphone built in! By placing its ad in the gaming magazine, the headset company is employing which approach to achieving reachability of its target segment?
A. Selective Targeting
B. Market Tracking
C. Promotion
D. Self Selection
A
Back in the day there was only one flavor of chewing gum. However, Mr. Jones was a real marketing genius and realized that not all people were extremely satisfied with one type of gum. He did some research and found that some people wanted mint-flavored gum, others preferred citrus, and still others wanted strawberry. Mr. Jones discovered:
A. Market Segments
B. Market Reachability
C. Target Markets
D. Positioning
A
Barney and Ted are working on a group project for one of their classes. Their assignment requires them to segment organizational markets in the banking industry. They need to decide which banks are most likely to purchase a time management program to track employee hours. Barney and Ted have segmented the market based on how the banks would use the program, e.g., for commercial banking, for market portfolio management, or for real estate lending. Which basis for segmenting organizational markets did Barney and Ted use?
A. Type of Buy
B. Concentration
C. Application
D. Size
C
People who live active, outdoor lives are part of the target market for Active Lives, Inc., a retail outdoor outfitter. This suggests that Active Lives, Inc. would segment the market based on which type of customer variable?
A. Demographic
B. Geographic
C. Socioeconomic
D. Psychographic
D
