Marketers must pay attention to the message they put out so that it is clearly intended for and catch attention of a particular audience. Marketers focus on ________ of the desired consumer segment.

Question 22 options:

reachability

segmenting

positioning

approachability

The first principle of effective segmentation is to choose a basis that is ________ to the product, service, cause, or idea.

Question 23 options:

convenient, pertinent, and important

convincing and related

persuasive, important, and targeted

pertinent and valuable

Positioning identifies the most lucrative geographic location of the target market.

Question 24 options:

TrueFalse

Targeting is most useful in focusing on current best consumer segments.

Question 25 options:

TrueFalse

Targeting has various uses other than simply focus on finding the best consumer segments. Targeting can also be used to ________.

Question 26 options:

identify the least desirable customers segments

design new mass marketing messages

expand product and service offerings for increased sales

find value in low priced products and services

Which of the following best describes differentiated marketing?

Question 27 options:

dividing the market into small, meaningful groups of customers

creating several unique marketing plans for various segments

using the mass market message to target a small group

evaluating and identifying a meaningful group of future customers

Consumer will always consider the price of the product or service first.

Question 28 options:

TrueFalse

For many years McDonald's focused on mass marketing with a standard product portfolio. In recent years we have seen McDonald's take steps to be more relevant to consumer segments that previously were not interested in their products. McDonald's entry into the specialty coffee market uses ________ strategy to reach new segments.

Question 29 options:

repositioning

niche marketing

differentiated marketing

psychographic segmentation

Repositioning is used to take advantage of a different market opportunity for a product or service.

Question 30 options:

TrueFalse

Positioning map is used to identify what the consumer of that product really thinks about the brand.

Question 31 options:

TrueFalse

Segmentation is a tool used by marketers to ________ .

Question 32 options:

develop different sizes of a product to meet the needs of different customer groups

divide consumers into distinct, definable and identifiable groups

break up a large geographic area into small niche neighbourhoods

distinguish large mass markets to provide most value for the brand

Micro marketing uses a specific, narrow geographic location as the target segment.

Question 33 options:

TrueFalse

The same product or service may provide different benefits to different consumers.

Question 34 options:

TrueFalse

Positioning is best defined as ________.

Question 35 options:

dividing the market into smaller, meaningful groups of customers

focusing on a specific geographic market

creating a unique offering to provide customer value

identifying a distinct place in the customer's mind about the brand