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Exam 7: Segmentation, Targeting, and Positioning

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Question 21

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Jennifer is the chief financial officer (CFO) of an international bank. She is an American Porsche customer who considers her car as a reward for having worked hard all her life. She strongly feels that owning the car is what really matters and not the prestige of owning an expensive automobile. Which of the following psychographic categories does Jennifer belong to?

A) Top Guns
B) Proud Patrons
C) Fantasists
D) Elitists

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Question 22

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________ refers to the location of a product in the minds of consumers.

A) Positioning
B) Targeting
C) Benchmarking
D) Product displacement

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Question 23

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Demographic segmentation is based on immeasurable or intangible characteristics of populations.

According to Y&R's psychographic segmentation study, which of the following groups of customers is likely to include managers or professionals who frequently travel and dine out?

Which of the following is true of concentrated global marketing?

According to Young & Rubicam's 4Cs, Succeeders tend to value luxury and quality while making purchases.

According to D'Arcy Masius Benton & Bowles's psychographic study in Russia, "Russian Souls" theoretically prefer Russian products but look down on mass-produced goods of inferior quality.

An advantage of geographic segmentation is that the segments would be close to each other.

What are the three basic criteria for assessing opportunity in global target markets?

Marketing of high-tech products requires less emphasis on specialized information and more emphasis on image.

________ involves grouping people in terms of their attitudes, values, and lifestyles.

According to the psychographic segmentation of Porsche users, Fantasists are American Porsche users who believe that their cars heighten excitement.

Which of the following is an example of a global-village high-touch product?

Even a narrow segment can be served profitably with a standardized product if the segment exists in several countries.

________ involves categorizing consumers in terms of user status and usage rates.

According to Young & Rubicam's 4Cs, Mainstreamers are unhappy and ambitious people with white collar jobs.

Special-interest products are examples of high-tech products.

________ is the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs.

According to Young & Rubicam's (Y&R's) psychographic segmentation study, which of the following groups of customers is likely to exhibit impulse purchase behavior?

Standardized global marketing involves devising a marketing mix to reach a single segment of the global market.