Question 1

Which of the following is a prerequisite to successful positioning?

Accepted Answer

A)  The differential advantage should be categorical and definitive
B)  The differential advantage should have a competitive edge
C)  The differential advantage should have equity
D)  The differential advantage should be similar to competitorsE) A) and B)
F) All of the above

Question 2

Why, in some cases, is repositioning required?

Accepted Answer

A)  Due to poor advertising campaigns
B)  Due to poor and ineffective product placement within stores
C)  Because of changing customer tastes or poor sales performance
D)  Because consumers feel that the product or service is overpricedE) C) and D)
F) B) and C)

Question 3

Analysis of biographic data allows supermarkets to do which of the following?

Accepted Answer

A)  To stock products in each of their stores more relevant to their customers' age, lifestyle and expenditure.
B)  To make pricing adjustments
C)  To analyse competitors' marketing strategies
D)  To adjust their advertising, pricing and promotional strategy in order to compete against rival supermarketsE) None of the above
F) A) and B)

Question 4

Positioning involves which of the following?

Accepted Answer

A)  Designing a company's offering so that it occupies a meaningful and distinct position in the mind of the consumer
B)  Designing a company's offering so that it appeals to a narrow segment of the market
C)  None of the above
D)  All of the aboveE) All of the above
F) C) and D)

Question 5

ACORN, a segmentation analysis technique, stands for which of the following?

Accepted Answer

A)  A Corresponding Official Residential Notation
B)  A Classification of Reported Nationals
C)  A Classification of Residential Neighbourhoods
D)  A Countrywide Official Resources NavigationE) A) and D)
F) All of the above

Question 6

Marketing efforts to target children has been the subject of criticism as they employ the skills of child _______ to devise ways to reach inside their developing minds and implant brand preferences.

Accepted Answer

A)  anthropologists
B)  psychologists
C)  communicators
D)  physiologistsE) C) and D)
F) A) and B)

Question 7

Why is segmentation important for organizational markets?

Accepted Answer

A)  So that a more effective marketing mix can be designed for these segments
B)  So that companies adopt an effective pricing strategy
C)  So that companies can target the more profitable segments of the marketplace
D)  So that a more effective new product development process can be employed for a company's targeted segmentsE) A) and B)
F) A) and C)

Question 8

Target marketing is the act of designing the company's offering so that it occupies a meaningful and distinct place in the minds of the consumer

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is a variable used in segmentation of consumer markets?

Accepted Answer

A)  Behavioural
B)  Psychographic
C)  Profile
D)  All are consumer segmentation variablesE) None of the above
F) B) and C)

Question 10

What is the purpose of segmentation?

Accepted Answer

A)  To identify differences in behaviour that has implications for marketing decisions
B)  To identify the most profitable consumer segments
C)  To target segments that are not targeted by competitors
D)  To target segments which match our product/ service attributesE) B) and C)
F) A) and B)

Question 11

Which of the following is a major advantage of an undifferentiated marketing strategy?

Accepted Answer

A)  Less distribution channels needed
B)  Less advertising is needed, thereby reducing costs incurred
C)  Companies only have to develop a single product offering, thereby making it convenient
D)  Company does not have to continually invest in new product developmentE) C) and D)
F) A) and C)

Question 12

The "clarity" positioning idea refers to which of the following?

Accepted Answer

A)  The positioning idea must be a truly unique idea in the marketplace
B)  The positioning idea must consist of ideas that can be understood by potential consumers
C)  The positioning idea must be clear in terms of both target market and differential advantage
D)  None of the aboveE) A) and B)
F) All of the above C

Question 13

Who initiated mass customization?

Accepted Answer

A)  Irish companies
B)  British companies
C)  French companies
D)  Japanese companiesE) A) and C)
F) B) and D)

Question 14

Deciding what position to occupy in the market involves a consideration of which of the following variables?

Accepted Answer

A)  Customers
B)  Competitors
C)  The company
D)  All of the aboveE) B) and C)
F) A) and C)

Question 15

A segment must be accessible. This means that the company must be able to formulate marketing programmes for the _______ that it identifies.

Accepted Answer

A)  services
B)  companies
C)  brands
D)  segmentsE) None of the above
F) B) and C)

Question 16

Social class is used for which of the following?

Accepted Answer

A)  Wealth determination
B)  Media readership and viewership profiles
C)  Advertising effectiveness
D)  New product testingE) A) and D)
F) None of the above

Question 17

The objective of positioning is which of the following?

Accepted Answer

A)  To create and maintain a distinctive place in the market for a company and/ or its products
B)  To secure the most effective and efficient placement for one's products on retailers' shelf space
C)  To create brand value
D)  None of the aboveE) None of the above
F) C) and D) A

Question 18

Which of the following is a benefit of segmentation?

Accepted Answer

A)  Enhanced profitability
B)  Improved customer defection
C)  More effective competitors
D)  More effective targeting of conditionsE) C) and D)
F) B) and C)

Question 19

What is the major strength of geodemographics?

Accepted Answer

A)  Groups customers into segments
B)  Links buyer behaviour to customer groups
C)  Pinpoints potential interested customers
D)  Breaks down a country into smaller segmentsE) None of the above
F) A) and C)

Question 20

Even though a company may identify a segment as a very attractive one, the company may decide that the segment is not _______ as they don't have the resources to exploit this opportunity.

Accepted Answer

A)  actionable
B)  accessible
C)  effective
D)  measurableE) B) and C)
F) A) and C) A

Exam 5: Market Segmentation, Targeting and Positioning

Which of the following is a prerequisite to successful positioning?

Correct AnswerverifiedShow Answer

Why, in some cases, is repositioning required?

Correct AnswerverifiedShow Answer

Analysis of biographic data allows supermarkets to do which of the following?

Correct AnswerverifiedShow Answer

Positioning involves which of the following?

Correct AnswerverifiedShow Answer

ACORN, a segmentation analysis technique, stands for which of the following?

Correct AnswerverifiedShow Answer

Marketing efforts to target children has been the subject of criticism as they employ the skills of child _______ to devise ways to reach inside their developing minds and implant brand preferences.

Correct AnswerverifiedShow Answer

Why is segmentation important for organizational markets?

Correct AnswerverifiedShow Answer

Target marketing is the act of designing the company's offering so that it occupies a meaningful and distinct place in the minds of the consumer

Correct AnswerverifiedShow Answer

Which of the following is a variable used in segmentation of consumer markets?

Correct AnswerverifiedShow Answer

What is the purpose of segmentation?

Correct AnswerverifiedShow Answer

Which of the following is a major advantage of an undifferentiated marketing strategy?

Correct AnswerverifiedShow Answer

The "clarity" positioning idea refers to which of the following?

Correct AnswerverifiedC

Who initiated mass customization?

Correct AnswerverifiedShow Answer

Deciding what position to occupy in the market involves a consideration of which of the following variables?

Correct AnswerverifiedShow Answer

A segment must be accessible. This means that the company must be able to formulate marketing programmes for the _______ that it identifies.

Correct AnswerverifiedShow Answer

Social class is used for which of the following?

Correct AnswerverifiedShow Answer

The objective of positioning is which of the following?

Correct AnswerverifiedA

Which of the following is a benefit of segmentation?

Correct AnswerverifiedShow Answer

What is the major strength of geodemographics?

Correct AnswerverifiedShow Answer

Even though a company may identify a segment as a very attractive one, the company may decide that the segment is not _______ as they don't have the resources to exploit this opportunity.

Correct AnswerverifiedA

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