Question 1

Ford Motor Co. asks members of its target market to rate its cars and those of General Motors and Chrysler on a 7-point scale in terms of two dimensions (comfortable seats and engine power) so that it can establish a quadrant-grid map of these ratings. What type of analysis is Ford conducting?

Question 2

Dimensions that should be considered when segmenting consumer markets are: geographic location and other demographic characteristics, behavioral needs, urgency to get needs satisfied, and willingness to compare and shop.

Question 3

A ______________ market is a market with broadly similar needs and sellers offering various-and often diverse-ways of satisfying those needs.

Question 4

A positioning analysis is a product-oriented approach.