Segmentation & Positioning Chapter.8 Complete Test Bank

CHAPTER EIGHT SEGMENTATION, TARGETING, DIFFERENTIATION, AND POSITIONING STRATEGIES

Multiple Choice

1. ________ is the process of aggregating individuals or businesses along similar characteristics that pertain to the use, consumption, or benefits of a product or service.
2. Marketing segmentation
3. Targeting
4. Geodemographics
5. Value positioning
6. Marketers commonly base their segmentation of consumer markets on ________.
7. demographics
8. geographic location
9. psychographics
10. all of the above
11. Which of the following are the top three languages used on most webpages?
12. English, Spanish, and German
13. English, Chinese, and Spanish,
14. English, Spanish, and Japanese
15. English, Japanese, and Chinese
16. User psychographics include all of the following except _________.
17. personality
18. lifestyle
19. geographic location
20. values
21. Marketers using ________ often form groups of consumers based on the outcomes they desire from the product.
22. behavioral segmentation
23. benefit segmentation
24. online selling
25. usage segmentation
26. While marketers will probably use a variety of segmentation methods, _____ is relied upon as the key driver of marketing mix strategy?
27. benefits sought
28. behavior
29. identifying target markets
30. product usage
31. All of the following are used as bases for segmenting usage except ________.
32. home versus work access
33. mobile access
34. brand loyalty
35. online engagement level
36. According to Forrester Research consumer technographic segments, ________ are technophiles and technology laggards, being least receptive audience for new technologies.
37. techno strivers
38. sidelined citizens
39. fast forwards
40. surfers
41. According to Forrester Research’s scheme of technographic segments, which of the following is most likely to be a receptive audience of new technologies.
42. fast followers
43. sidelined citizens
44. cautious onlookers
45. handshakers
46. Demographics include all the following except ________.
    1. ethnicity
    2. age
    3. education
    4. lifestyle
47. ________ represent an important group for e-marketers to target to develop strong buzz or word of mouth.
48. Influentials
49. Market Leaders
50. Hispanics
51. Millennials
52. Social networking pertains to ________.
    1. specialized chat room for online dating
    2. expanding the number of one’s business and/or contacts by making connections through individuals online
    3. form of tying together a number of e-mail accounts
    4. an internet tool for building databases
53. ________ are internal evaluations about people, products, and objects, while ________ refers to what a person physically does.
54. Lifestyles; behaviors
55. Behaviors; attitudes
56. Attitudes; behavior
57. Attitudes; lifestyle
58. According to the text, ________ are the most ignored group of technology consumers.
59. Mouse Potatoes
60. Techno-Strivers
61. New Age Nurturers
62. Traditionalists
63. ________ occurs when a company tailors all or part of the marketing mix to a small group of consumers/users..
64. Undifferentiated marketing
65. Micromarketing
66. Niche marketing
67. Direct marketing
68. All of the following are criteria for targeting except ________.
69. reliability
70. accessibility
71. profitability
72. growth
73. To be an attractive online segment the segment must be all the following except ________.
74. be sizable
75. hold great potential for profit
76. be technically savvy
77. have access to the Internet
78. ________ is what a company does to the product, as opposed to ________, which is what a company does to the mind.
79. Differentiation; Positioning
80. Positioning; Differentiation
81. Differentiation; Commercialization
82. Positioning; Commercialization
83. ________ is the process of adding a set of meaningful and valued differences to distinguish the company’s offering from competitors’ offerings.
84. Positioning
85. Differentiation
86. Marketing
87. Customization
88. According to the text, market offerings can be differentiated along many dimensions, except ________.
89. product
90. service
91. personnel
92. price
93. Which of the following is the biggest problem with price differentiation?
94. difficult to market
95. lowers value proposition
96. easily duplicated
97. quality is more important to buyers on the Internet

True/False

1. Targeting is the process of selecting the market segments that are most attractive to the firm and selecting an appropriate segment coverage strategy.
2. True
3. False
4. Product distribution is a critical driving force in geographic segmentation.
5. True
6. False
7. Many Asian and Middle Eastern countries have an easier time setting up databases in their local languages than western countries, since their language often require double-byte character sets.
8. True
9. False
10. Chinese is the second most popular Internet language.
11. True
12. False
13. Most marketers believe that demographics are useful for finding targets for communication but are less than ideal for predicting online purchase behavior.
14. True
15. False
16. Social networking is based on the idea of six degrees of separation.
    1. True
    2. False
17. Psychographics include consumer lifecycles, ethnicity, and income.
    1. True
    2. False
18. Individuals belonging to the Millennials segment number about 60 million and were born between 1979 and 1994.
    1. True
    2. False
19. In developing countries a greater percentage of companies versus consumers are connected to the internet.
    1. True
    2. False
20. C2C is the commonly accepted abbreviation for consumer-to-consumer marketing.
    1. True
    2. False
21. B2B is the commonly accepted abbreviation for business-to-business marketing.
    1. True
    2. False

Essay Questions

1. Clearly define segmentation and targeting. What are the differences in how these two marketing tools are used and how are they interrelated?
2. Explain how psychographics can be used to segment markets. What useful information is gathered by focusing on this kind of information?
3. What are the ways to target online communities? If you were making a recommendation to the e-marketing officer of Amazon.com which one or ones would you recommend the firm to use?
4. The text presented Forrester Research’s Consumer Technographics Segments for describing online user segments. Identify 3-4 of these segments and provide a brief description of each.
5. Discuss the issues surrounding global Facebook and internet adoption, as well as their implications for e-marketers.
6. Find an example of a website that is using integrator positioning to market their products. Your answer should include a definition of integrator positioning.