Chap008 - Chapter 08 - Segmentation, Targeting, and...

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Unformatted text preview: Chapter 08 - Segmentation, Targeting, and Positioning Chapter 08 Segmentation, Targeting, and Positioning True / False Questions 1. Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment they might not get with Diet Coke. True False 2. When marketers adjust their marketing mix to give customers a clear, distinctive understanding of what their product does, they are engaging in psychographic segmentation. True False 3. Every marketer should engage in positioning their product differently for each target market segment. True False 4. For products like pencils and paperclips, marketers should probably use an undifferentiated segmentation strategy. True False 5. When deciding who to promote his new medical oncology center to, Dr. Dick decided he did not need to throw a large grand opening reception. Instead, he promoted the center to the six physicians who would likely refer patients to his center. Dr. Dick was engaged in a concentrated segmentation strategy. True False 6. To decide how much segmentation to engage in, Phoenix University will likely weigh the value of segmentation versus the cost. True False 8-1 Chapter 08 - Segmentation, Targeting, and Positioning 7. Bathing suit marketers logically use geographic segmentation. True False 8. NASCAR re-directed their marketing efforts when a survey indicated that almost fifty percent of their race fans were female. This is an example of psychographic segmentation. True False 9. The Value and Lifestyle Survey (VALS2) conducted by SRI Consulting Business Intelligence is a widely used tool for geographic segmentation. True False 10. The fact that almost everyone living in Dragoon Island retirement community shopped at the fashion mall and drove expensive cars is an example of concentrated segmentation. True False 11. Giant Food Stores in suburban Washington, adjusts its ethnic food aisle offerings based on the variety of ethnic groups living in each area. Giant Foods is using geodemographic segmentation. True False 12. Positioning strategies generally focus on either how the product affects the consumer or how it is better than competitors' products. True False 13. A self-values map displays the position of products or brands in the consumer's mind. True False 8-2 Chapter 08 - Segmentation, Targeting, and Positioning 14. Perceptual maps include both positions of current brands as well as ideal points where a segment would want a product to be. True False Multiple Choice Questions 15. Coca-Cola introduced Coke Zero to increase sales without taking away from its existing product sales. Which of the following is not true about this effort?...
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