20.
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
21.
Segmenting means _________.
A.
Identifying the market into meaningful smaller markets based upon common characteristics
B.
Selecting the markets to attack in the marketplace
C.
Selecting a corporate position to communicate to potential customers
D.
Identifying and calculating the churn rate in different markets
E.
None of these
22.
Target marketing is the process by which __________.
A.
The market is divided into cohesive groups
B.
The company evaluates segments and decides which ones have the most potential for development
C.
The company chooses which advertising strategy to use
D.
Groups are evaluated on the basis of high or low churn to see which is the most profitable
E.
The company collects cookies to track everyone who visits its website
23.
Positioning relies on 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.
The way the 4Ps work with one another
C.
The customer’s needs and wants and what the product has to offer
D.
The product and advertising
E.
The salesperson and the customer at a personal level
24.
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
25.
Differentiation is a concept that means _______.
A.
Consumers like a variety of things
B.
Each age segment views products exactly the same
C.
Products need to appear to be different from one another to be successful in the marketplace
D.
Communicating and delivering value in different ways to different customer groups
E.
All of these
26.
When Walter, the brand manager for a consumer packaged good, says that a segment has sufficient size, he means _________.
A.
The market has a large enough television audience to be worth considering
B.
The market is reachable
C.
The market has an expected return on investment that is positive
D.
The market has many customers in it
E.
The market is homogeneous
27.
There are conditions necessary that a market needs to be able to segment properly. The item below that is not necessary is _______.
A.
Market has to be measurable
B.
Market has to be bigger than 10,000 people
C.
Market has to be responsive to communications
D.
Market has to be reachable via supply chain
E.
Market has to be reachable with communications
28.
When it is said that a market can be reached, it means that _______.
A.
The market can be reached by transportation
B.
The market can be reached by language
C.
The market can be reached by technology
D.
The market can be reached by communication
E.
All of these
29.
Approaches to geographic segmentation include all except _____.
A.
Region
B.
Density of population
C.
Size of population
D.
Sensitivity of population
E.
Climate