True a concentrated targeting strategy is one where

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TRUE A concentrated targeting strategy is one where the organization selects a single, primary target market and focuses all energies on it. In this case, the local internal medicine doctors make up a single target market. AACSB: Analytic Blooms: Apply Difficulty: 2 Medium Learning Objective: 08-04 Articulate the difference among targeting strategies: undifferentiated; differentiated; concentrated; or micromarketing. Topic: Select Target Market
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4. (p. 159) It would be logical for bathing suit marketers to use geographic segmentation. TRUE Geographic segmentation makes sense since bathing suit demand is dependent largely on weather patterns. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-02 Outline the different methods of segmenting a market. Topic: Segmentation Methods 5. (p. 159- 161) NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its fans were female. This is an example of psychographic segmentation. FALSE Segmentation by gender is demographic, not psychographic, segmentation. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-02 Outline the different methods of segmenting a market. Topic: Segmentation Methods 6. (p. 162) The Value and Lifestyle Survey (VALS) conducted by Strategic Business Insights (SBI) is a widely used tool for geographic segmentation. FALSE VALS is widely used for psychographic segmentation. AACSB: Analytic Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-02 Outline the different methods of segmenting a market. Topic: Segmentation Methods 7. (p. 163) Giant Food Stores in suburban Washington, D.C., adjusts its ethnic food aisle offerings based on the ethnic groups living near each store. Giant Foods is using geodemographic segmentation. TRUE The segmentation approach described combines geography (the area where the store is located) with demographics (ethnic backgrounds of the residents) and so is an example of geodemographic segmentation. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-02 Outline the different methods of segmenting a market. Topic: Segmentation Methods
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8. (p. 173) Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products. TRUE Positioning refers to communicating the unique value the product or service provides to its customers, and how it is better than or different from competitive products. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-05 Define positioning; and describe how firms do it. Topic: Develop Positioning Strategy 9. (p. 175- 176) A self-values map displays the position of products or brands in the consumer's mind. FALSE The question describes a perceptual map, not a self-values map. AACSB: Analytic Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-05 Define positioning; and describe how firms do it.
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  • Fall '12
  • Chris
  • Marketing, printing company

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