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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