Which is the fourth step in Positioning by using perceptual mapping?

Determine consumer preferences.

What kind of products are most often advertised using a “Mass Marketing strategy?

Simple products (Ex. Gasoline and Sugar)

What is the third step in Segmentation Process

Evaluating Segment Attractiveness

What is “Micro Marketing”?

Allowing consumers to customize the product

What best describes positioning?

Positioning is the mental picture that people have about a company.

What does the word geodemographic explain

Geographic, Demographic, and lifestyle characteristics

What is the first group used in Demographic segmentation?

Group customers by who they are

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Chapter 6 STP

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Questions 16

Answers

1
Which is the fourth step in Positioning by using perceptual mapping?
Identify the market’s size.
Select position.
Determine consumer preferences.
Identify competitors’ positions.
2
What kind of products are most often advertised using a “Mass Marketing strategy?
New tech
All of the above
Simple products (Ex. Gasoline and Sugar)
Entertainment
3
What is the third step in Segmentation Process
Evaluating Segment Attractiveness
Profile/name each segment
Identifying potential concepts
Implementing the chosen concept
4
Which of the following is NOT a positioning method?
Product attributes
Happiness
Competition
Value
5
What is “Micro Marketing”?
Allowing consumers to customize the product
Marketing to a small market segment
6
What variables are in the segment profitability formula?
Segment adoption percentage
Segment size
All of the above
Profit margin percentage
7
What best describes positioning?
Positioning is how you position your furniture.
Positioning is when companies focus on emphasizing innovation.
Positioning is the mental picture that people have about a company.
Positioning is when you rebrand.
8
Which is NOT part of the segmentation basis?
Behavioural
Psychographic
Definition
Geographic
9
What kind of targeting strategy does Cora use?
Green
Mass Marketing
All of the above
Concentrated (Niche)
10
What is step 1 in the Segmentation-Targeting-Positioning Process?
Evaluate Segment Attractiveness
Select Target Market
Strategy or Objectives
Segmentation Basis
11
Which is in included in the Behavioural Segmentation
Why customers buy
What retailers sell
How long a product takes to ship
Why retailers sell
12
How many different groups are in the PSYTE cluster groups
12
68
60
50
13
What does the word geodemographic explain
Geographic and Demographic characteristics
Geographic characteristics
Demographic characteristics
Geographic, Demographic, and lifestyle characteristics
14
Repositioning is a strategy in which marketers change a brand’s focus to target new markets.
True
False
15
What is the first group used in Demographic segmentation?
Using generational cohorts
Group customers by who they are
Income levels
16
How is geographical segmentation grouped?
Countries
Regions
Places within a region
All of the Above

Chapter 6 STP Flashcards | StudBud