Chapter 07 Segmentation, Target Marketing, Positioning

77. When FedEx promises 8 a.m. next-day delivery, it has to be sure its systems can actually produce such a level of performance all the time. Failure to do so will lead to _______.
A. Doubtful positioning
B. Confused positioning
C. Overpositioning
D. Underpositioning
E. None of the above

78. Efficiencies in cost of labor, materials, supply chain, or other operational elements lead to ________ leadership.
A. Innovative
B. Product
C. Price
D. Service
E. Personnel

79. Ads with messages like "Orange juice—It's not just for breakfast anymore!" or "Soup can be a delicious way to start a cold winter's day" are using _______ segmentation.
A. Benefits sought
B. Lifestyle
C. Psychographic
D. Usage-based
E. Geographic

80. With reference to the VALS™ framework, the primary motivation for makers is ________.
A. Self-expression
B. Achievement
C. Ideals
D. Money
E. Recognition

81. Firms use ______.
A. One segmentation technique at a time
B. Multiple segmentation techniques simultaneously
C. One technique then sequentially another and then yet another
D. A maximum of two segmentation techniques simultaneously
E. None of the above

82. Serenity was born in 1970. Her parents met at the famous Woodstock festival. She is a member of the ________.
A. Baby boomer generation
B. GI generation
C. Silent generation
D. Gen X
E. Millennial generation

83. Generation "X" is often referred to as the ________.
A. Spoiled generation
B. Non-consumption generation
C. Millennial generation
D. Baby bust generation
E. None of the above

84. Primary markets differ from secondary and tertiary markets by _______.
A. The possibility of meeting the ROI target
B. The difficulty of attacking the market
C. The consumers ability to buy multiple units
D. The advertising effort needed for the market
E. All of the above

85. When a company is confused about market segments, it sometimes picks a one-market strategy. This segmentation approach is called ________.
A. Concentrated target marketing
B. Undifferentiated target marketing
C. Differentiated target marketing
D. Customized target marketing
E. One-to-one marketing

86. Differentiated target marketing means ______.
A. Offering different prices to different markets
B. Providing the same value offering to every market segment
C. Developing different value offerings for different targeted segments
D. Using different promotional strategies for different markets
E. None of the above