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Exam 6: Marketing Segmentation

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Question 101

Multiple Choice

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The _____ business market segment consists of relatively sophisticated business service users who believe that the user-provider relationship is very important.

A) relationship-seeking
B) price-sensitive
C) high expectation service
D) customer focus needs

E) B) and C)
F) C) and D)

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Question 102

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Occasion segmentation is the process of identifying market segments based on the time or occasion when a product should be purchased or consumed.

A) True
B) False

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Question 103

Multiple Choice

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Match the tag lines given below with the positioning strategy that is being used for : -"For graphic design work, the best computer money can buy."

When the milk industry is trying to reposition milk from being a breakfast drink to a beverage that can be consumed at anytime, it is using a _____ positioning strategy.

A microanalysis of the customer involving customer-specific marketing is known as

Market segmentation involves identifying consumers who are similar with regard to key traits, such as product-related needs and wants, and who are likely to respond well to a similar marketing mix.

User rate, usage status, loyalty status, and buyer-readiness stage are examples of _____ segmentation.

JP Morgan Chase has developed a series of advertisements directed towards Hispanic consumers. This is an example of using a _____ segmentation strategy.

Orange juice ran a series of ads promoting orange juice as a beverage that was good to drink anytime during the day. This is an example of product class positioning.

In order for segmentation to be effective, marketing managers need to assess a market segment along all of the following dimensions except

The marketing strategy that branded products would have difficulty in adopting is the

In determining the feasibility of producing low-rider jeans for adult women, Guess is investigating if adult women wearing low-rider jeans is a fashion that is here to stay or if it is just a short-term fad. This analysis is an example of assessing the _____ of the market segment considered.

Match the tag lines given below with the positioning strategy that is being used for : -"A computer with all of the features of Dell, but at a lower price."

In assessing the effectiveness of a market segmentation approach, the degree to which an individual market segment is easy to identify and measure is referred to as its

Identify and explain the marketing strategies a firm can use to reach their market.

The positioning approach that communicates information about how a product fits into a specific product category is a(n) ____________________ positioning strategy.

Positioning is largely about perception-it is the perception consumers have of a brand relative to the competition.

Position mapping can be used for all of the following except

Brands can be mapped on a positioning map based on the characteristics of the market segment, allowing them to be compared relative to other brands with which they compete.

Behavioral segmentation is used to identify clusters of consumers who seek the same product benefits or who use or consume the product in a similar fashion.