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Ch. 8 Clicker Q's
Question | Answer |
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If your firm decided to focus on a target market of Generation Y, what would be important for success? | The size of Gen Y should be measurable |
What is meant by "responsiveness" of a market segment? | Consumers in that segment will respond to a unique marketing mix |
"A car for every purse, person and personality" reflects which target market strategy? | Multisegment |
Your major competitor uses a concentrated target market strategy. What should you use? | Differentiated strategy |
What is the main purpose of a perceptual map? | Identify market opportunities |
GF International coffee says it "stirs the soul." Based on the slogan, what kind of segmentation is GF using? | Benefits sought |
After identifying distinctive segments within a market, the next step in market segmentation is to ..... | Choose whether to target all segments or practice niche marketing |
A good example of a "positioning strategy" is: | "More selection, lower prices at Amazon.com" |
Advil's children's pain reliever claims in ads that Advil is superior to Children's Tylenol because it works faster and last longer. This is an example of .... | Product positioning and Product differentiation |
To be identified as a market segment, its members must .... | Have common needs and respond similarly to market programs |