Chapter 07 Segmentation, Target Marketing, Positioning

14. Family and household segmentation have become more complex than ever as a result of non-traditional households and different standards of morality in the population.
True False

15. Overpositioning occurs when consumers have only a vague idea about the company and its products, and do not perceive any real differentiation.
True False

16. With respect to the US minority population, the fastest growing population is the Asian community.
True False

17. Segmentation is required only for the consumer market.
True False

18. In case of consumer markets, there is often a more defined universe of potential customers.
True False

19. A company that uses positioning often uses a price-quality perceptual map in order to show where it is positioned versus the competition. This helps it understand if it needs to either change pricing strategy or quality standards.
True False

20. The concept of differentiation implies that consumers perceive the value of companies differently and that they are willing to pay a premium for goods and services that they see as unique.
True False

21. Doubtful positioning occurs when consumers have too narrow an understanding of the company, product, or brand.
True False

22. A price leadership position (example: Walmart) implies that a company that assumes this position has superior operational elements in order to maintain the low price position.
True False

23. Utilization of symbols, atmosphere, and creative media to create differentiation leads to convenience leadership.
True False

24. Companies like Apple that are constantly developing the next new thing employ a strategy called service leadership.
True False

25. Doubtful positioning occurs when frequent changes and contradictory messages confuse consumers regarding the positioning of the brand.
True False

26. Under positioning occurs when consumers have a vague idea about the company and its products, and do not perceive any real differentiation.
True False