UReply_Market Segmentation,Targeting and positioning PDF

Preview

Summary

ureply...

Description

1) A relatively homogenous group of prospective buyers that results from the market segmentation process is referred to as a(n) A) market segment. B) target market. C) customer base. D) ultimate consumer. E) preferred customer. A 2) A graph displaying consumers' perceptions of product attributes in two dimensions is referred to as a A) perceptual map. B) sensitivity matrix. C) growth-share matrix. D) market-product grid. E) product differentiation chart.

A

1

3) Tailoring products or services to the tastes of individual customers on a high-volume scale is referred to as

A) family branding.

B) mass customization.

C) product differentiation.

D) economies of scale marketing.

E) build-to-order. B

4) In the Apple market-product grid or its personal computer line, the iMac is popular among all the segments Apple can target. This allows Apple to enjoy

A) segmentation synergies.

B) marketing synergies.

C) product synergies.

D) the 80/20 rule.

E) frequency marketing.

c

My ans: B

2

5) One approach to positioning a product is ________ positioning, which involves competing directly with competitors on similar product attributes in the same target market.

A) perceptual

B) head-to-head

C) psychological

D) differentiation

E) market

B

6) When a new product or a new retail chain steals customers and sales from the organization's older products and retail outlets, it is referred to as

A) amortization.

B) product appropriation.

C) product pilfering.

D) marketing Darwinism.

E) cannibalization.

E

7) Region and city size are both variables used to employ ________ segmentation.

3

A) geographic

B) behavioral

C) district

D) psychographic

E) demographic

A

8) A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as a

A) needs table.

B) cross-tabulation.

C) market-product grid.

D) growth-share matrix.

E) product differentiation table.

C

4...