Chapter 07 Segmentation, Target Marketing, Positioning

27. The sequential steps to successful segmentation are:
A. Positioning, targeting, and segmenting
B. Research, fulfillment analysis, and churn rate
C. Segmenting, targeting, and positioning
D. Need identification, qualitative research, and positioning
E. Consumer analysis, content analysis, and segmenting

28. Segmenting means _________.
A. Dividing the market into meaningful smaller markets based on common characteristics
B. Selecting the markets to attract in the market place
C. Selecting a corporate position to communicate to potential customers
D. Identifying and calculating the churn rate in different markets
E. None of the above

29. Target marketing is the process by which __________.
A. The market is divided up into cohesive groups
B. The company evaluates segments and decides which ones have the most potential for development
C. The company decides on which message can be used to attack each segment
D. Companies decide the unique combination of the marketing mix variables.
E. None of the above

30. The way a company ultimately connects its value proposition to a target market is through its __________.
A. Targeting
B. Market segmentation
C. Churn analysis
D. Positioning
E. None of the above

31. Positioning relies upon the communication of one or more sources of value to customers in a way that the customer can easily make the connection between ________.
A. The cost of the product and the quality
B. Various marketing mix variables
C. The customer's needs and wants and what the product has to offer
D. The brand of the product and its quality
E. None of the above

32. Having a product whose value proposition is a well kept secret ________.
A. Is a good idea
B. Is not a good thing in marketing
C. Is a concept that uses subliminal messages
D. Is a superior concept used in targeting
E. Is a well accepted idea in market segmentation

33. While moving out of the 1990's, McDonald's had tried (and failed) at so many diverse new product launches in its restaurants that many customers lost track of what the core of the brand was. This represents which positioning error?
A. Overpositioning
B. Underpositioning
C. Doubtful positioning
D. Confused positioning
E. None of the above

34. When Bernard, a marketer, says that a segment has sufficient size, he means _________.
A. The segment has a return-on-invest which is very close to the expected value
B. The segment is too large to be worth considering
C. Positive return on investment is expected from the segment
D. The segment has many customers in it
E. The segment has at least one customer in it

35. A _________approach is also popularly called a niche strategy.
A. Customized marketing
B. Differentiated target marketing
C. Concentrated target marketing
D. Mass marketing
E. One-to-one marketing

36. With reference to the VALS™ framework, _______ are fundamentally conservative and they choose familiar products and established brands.
A. Makers
B. Survivors
C. Believers
D. Achievers
E. Thinkers