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CHAPTER 4 QUIZ QUESTIONS
1. What does the P in STP marketing stand for?
a.
b.
c.
d.
Pursuit
Positioning
People
Place
2. What are the three Apexes of the Thorson and Moore’s Strategic Planning
Triangle?
a. Identify, Specify, Select
b. Specify, Select, Evaluate
c. Evaluate, Find, Select
d. Identify, Select, Evaluate
3. Markets can be segmented on the basis of:
a.
b.
c.
d.
Demographics
Geography
Psychographics
All the above
4. Which is NOT an option for positioning strategies?
a.
b.
c.
d.
Benefit positioning
User Positioning
Competitive Positioning
Financial Positioning
5. Which is NOT a part of Thorson and Moore's Strategic Planning Triangle?
a.
b.
c.
d.
Identify
Specify
Select
Option
6. Which is NOT apart of STP Marketing?
a.
b.
c.
d.
Targeting
Placement
Segmenting
Positioning
7. The VALS segments are organized in terms of resources and ______________.
CHAPTER 4 QUIZ QUESTIONS
a. primary motivation
b. primary innovation
c. secondary motivation
d. secondary innovation
8. When a company explicitly compares itself to another well known brand that
offers similar products, the company is most likely using _______ positioning.
a. user
b. competitive
c. comparative
d. benefit
9. Which of the following is not one of the ways in which marketers break down
a heterogeneous market into certain target segments?
a.
b.
c.
d.
Use of demographics
Geography
Persuasion techniques
Usage patterns and commitment levels
10. What would be an emotional benefit of the brand Patagonia?
a.
b.
c.
d.
Their camping equipment is high quality.
It appeals to people who love the outdoors and adventure.
Their jackets provide warmth and comfort.
The material on their clothing is not likely to wear out.
11. Which of the following segmentation options is NOT a way to identify
segmenting by usage and commitment?
a. Nonusers
b. Brand loyal users
c. Market niche
d. Variety seekers
e. Emergent consumers
12. A statement of the functional, emotional, and self-expressive benefits
delivered by the brand that provide value to the customers in the target
segment is an example of?
a.
b.
c.
d.
Repositioning
Value proposition
Competitive field
Psychographics
CHAPTER 4 QUIZ QUESTIONS
e. Point-of-entry marketing
13. Demographic segmentation divides consumers according to:
a.
b.
c.
d.
e.
Race
Marital status
Income
Education
All the above
14. ___________________ are the markets for products and services purchased by
individuals or households to satisfy their specific needs
a.
b.
c.
d.
business markets
buyer markets
consumer markets
supply chain markets
15. Which of the following is NOT a positing theme?
a.
b.
c.
d.
Benefit positioning
User positioning
Competitive positioning
Advertising positioning
16. ________________ are the companies that compete for a segments business
a.
b.
c.
d.
competitive field
playing field
poker field
baseball field
17. Which of the following is a fundamental segment type?
a.
b.
c.
d.
Nonusers
Brand loyal users
Switchers
All the above
18. _________________ refers to the returning to the STP marketing to arrive at a
revised positing strategy
a. positioning
b. differentiation
c. advertising
d. repositioning
CHAPTER 4 QUIZ QUESTIONS
19. ________________ segmentation identifies the various benefit packages
consumers want from a product category
a. benefit segmentation
b. consumer segmentation
c. geodemographic segmentation
d. lifestyle segmentation
20. ___________ is the type of segment that offers the lowest level of opportunity
relative to other three groups
a. brand loyal users
b. nonusers
c. switchers
d. all the above