Bold the correct answer for below questions:

1.Changing the price of a product can change...

The perceived quality of the product

The actual quality of the product

The fit with various segments

All of the above

2.Which of the following is not a general segmentation consideration?

Behavioral

Psychographic

Geographic

Political

3."Sparrowguard activewear is the brand that will most effectively allow commuters to walk to work free from diving, pecking attacks from passerine birds during your daily commute." Which of the following is a problem with this USP?

There is nothing wrong with this USP

It does not state an actual claimed benefit

It is not relevant to any significant segment

It does not address the price point of the product

4.After their initial introduction, relatively few people used cell-phones at first. As time and technology progressed, more and more people started to use this technology. Thus, segmentation strategy for cell phones largely went from _______ at first to _______ as technology progressed.

Traditional segmentation / micro-marketing

Niche segmentation / traditional segmentation

A smash hit / A sure win

High penetrance / Low penetrance

5."I'm lovin' it" (McDonald's), "Just do it" (Nike), and "Every Kiss begins with Kay" (Kay) are examples of:

USPs

Positioning Statements

Brand attributes

None of these

6.True or False: Brands' stances on social and political issues strongly influence people's decisions whether to buy from them

True

False

7.Recently, Richard Bronson, of Virgin, released an ad promoting the company's future of allowing paid civilian space flight. Assume that this USP is both relevant and resonant with some particular segments. What item best supports that this is realistic (assume that all claims are true)?

Virgin has a lot of capital

The CEO is dedicated to the dream of access to space for the masses

The company has actually completed at least 1 successful commercial space flight

None of these would support that USP

8.Insofar as critical elements, what is missing from the following positioning statement? "Among Americans in the Northeast who are attacked by sparrows daily, Sparrowguard is the anti-bird personal wear that offers peace of mind because of its reactive anti-beak armor system and active stealth technology."

A reason to believe

A main claim

A competition frame

Nothing

9.Which of the following would NOT be a negative consequence of not doing segmentation vs mass marketing?

Lower spend on marketing research

Likely poor fit of product to potential customers

Suboptimal strategies for reaching and presenting brand image to most likely buyers

Waste of money advertising to people who are uninterested in your product

10.You intend to sell miniature wargame models tailored to females in the 20-35 age range in Southeastern Australia. Which of the following would likely be the most useful segmentation strategy?

Mass marketing

Traditional segmentation

Niche segmentation

All of the above would be equally effective