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Exam 4: Segmentation, Targeting, and Positioning Strategies

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Question 1

Multiple Choice

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What is the relatively new tool for marketers to track immediate customer reactions without annoying them through the use of intrusive mechanisms?

A) Data monetization
B) Big data tracking
C) Real-time experience tracking
D) Social media profiling

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Question 2

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Perceptual position of a brand within the mind of the consumer is called _________

A) segmentation.
B) positioning.
C) targeting.
D) focusing.

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B

Question 3

Multiple Choice

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Cluster analysis, conjoint analysis, discriminant analysis, and perceptual mapping are tools used for _____

Within-group differences are minimized and the between-group differences are maximized in which segmentation tool?

The identification of subgroups of consumers with similar wants and buying requirements is called

Consumer franchise has two components; they are

When looking at perceptual maps marketers often say that "________ equals ________"

Segmentation based on life conditions that have a potential impact of product/service purchase decisions is called ________

The ability for the firm to keep its product/brand/company name foremost in the mind of the target consumer is called ________

Which of the following is not one of the main generational cohorts in the US market as per Pew Research Centre?

________ segmentation involves the creation of in-depth socio-spatial profiles for small geographic areas of interest.

Palmer & Miller's (2004) framework used for segmentation can be done based on either____________ or ____________

Which of the following is not one of the accepted grade definitions used in the UK to reflect social class?

Al Reis and Jack Trout said that there is a __________inside every consumer's head for each and every product and service.

As per Derek F Abell (1980) the firm faces which of the following choices for targeting?

Which of the following is not a way suggested by Experian for better data monetization?

When a firm aims a variety of product variants at one particular market segment, it is called ______targeting strategy.

________ involves deciding on the number of different segments to serve and the best action plans to reach the identified segments.

_________ represents a map of various offerings within the minds of the target consumers.

Shalom Schwartz (1994) focuses on the identification of basic cultural core values. The seven cultural values they identified do NOT include