Segmentation, Target Marketing, And Positioning

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Question 1
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One of the basic principles behind segmentation is that subgroups of customers can be identified on some basis of similarity.

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Question 2
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Marketing (Big M) is not just identifying existing segments but also creating new ones.

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Question 3
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Occupation segmentation and income segmentation are essentially the same thing.

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Question 4
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For many marketing managers, segmentation by benefit sought is the best place to start the process of market segmentation.

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Question 5
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One of the most straightforward and popular methods of segmentation is demographic.

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Question 6
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Business market segmentation is less straightforward than segmentation of consumer markets.

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Question 7
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Generation Y, people born between 1978 and 1994, tend to be pragmatic, optimistic, good team players, savvy consumers, and edgy in nature.

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Question 8
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The largest generation is the Silent Generation.

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Question 9
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Family and household segmentation has become more complex due to a variety of differing family arrangements.

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Question 10
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The final step in target marketing is to develop profiles of each segment under consideration for investment as a target market.

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Question 11
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A tertiary target market has reasonable potential but is not suited for development immediately.

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Question 12
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A niche strategy is the same as Porter's focus strategy and is a concentrated target marketing approach.

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Question 13
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Strategic fit means there is a good match of a target market to the firm's culture and resource capabilities.

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Question 14
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Effective positioning is not affected by competitive forces.

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Question 15
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A perceptual map is used to compare consumer perceptions of each competitor's delivery against specific paired attributes.

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Question 16
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Marcia wanted a car she could drive for 10 years, so she bought a Toyota because they are known for their reliability and longevity. This BEST demonstrates the product leadership source of differentiation.

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Question 17
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In overpositioning, consumers have a very broad understanding of the company, product, or brand.

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Question 18
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McDonald's fell victim to confused positioning in the 1990s after introducing too many new products which caused customers to lose track of what the core brand was.

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Question 19
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Firms that engage in unethical business practices are always aware of the magnitude of damage being done to their brand.

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Question 20
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Which of the following is one of the basic principles behind segmentation?

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A
All customers are alike.
B
Subgroups of customers are not similar.
C
Subgroups will be smaller and more homogeneous than the overall market.
D
Members of a heterogeneous market cannot allow for dividing the market into subgroups.
E
In an undifferentiated market, each person has unique needs and wants.
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