Promo Test 2 Exam Questions With 100%
Verified Correct Answers.
A value proposition fosters the most effective IMC strategies because it
conveys knowledge of the target segment in an explicit statement of functional, emotional and
self-expressive benefits that client and agency can refer to
Choosing specific segments as the focal point for marketing efforts is
targeting.
A market niche is
a relatively small group of consumers who have a unique set of needs and who typically are
willing to pay a premium price to a firm that specializes in meeting those needs.
Effective positioning is based on:
-focus on providing substantive value for the intended target
-meaningful commitment of organizational resources
-simple and internally consistent over time
*ALL OF THESE statements are part of a sound basis for positioning
____ are those whose brand preferences are still under development and are likely to offer
future potential success for the brand.
emergent consumers
"Careful cooks," "down-home stokers," and "functional feeders" are all examples of
lifestyle segmentation
The act of representing one's product so it will occupy a distinct place in the consumer's
mind is known as ____.
positioning
Aligning the marketing mix to yield distinctive approval for the target segment is
, positioning.
The STP approach is strongly recommended when markets are:
diverse with respect to consumer needs
Segmenting consumers on the basis of product usage means describing consumers as
-loyalists vs. switchers
-nonusers vs. users
-light, medium and heavy users
*ALL OF THESE are ways to categorize segments by usage
The purpose behind all efforts at market segmentation is to
identify consumers that share common characteristics that will lead them as a group to respond
distinctively and positively to the right marketing program
Benefit positioning often refers to the functional benefits the brand offers. What else can it
refer to?
powerful emotional benefits that differentiate the brand in situations where all the competitors
offer comparable functional benefits
A package delivery company decides it wants to get into the flower delivery business.
However, it knows that FTD has a huge share of the market and can offer service
worldwide. It decides to look for a market niche. Which of the following is not an
advantage of this strategy?
UNKNOWN
The company can still attempt to serve other segments.
The company's market may be larger than FTD's market.
*It may not be profitable for FTD to compete in the niche.
The company may be able to charge more for its product.
Descriptors such as age, gender, race, and marital status are widely used in
demographic segmentation.
Verified Correct Answers.
A value proposition fosters the most effective IMC strategies because it
conveys knowledge of the target segment in an explicit statement of functional, emotional and
self-expressive benefits that client and agency can refer to
Choosing specific segments as the focal point for marketing efforts is
targeting.
A market niche is
a relatively small group of consumers who have a unique set of needs and who typically are
willing to pay a premium price to a firm that specializes in meeting those needs.
Effective positioning is based on:
-focus on providing substantive value for the intended target
-meaningful commitment of organizational resources
-simple and internally consistent over time
*ALL OF THESE statements are part of a sound basis for positioning
____ are those whose brand preferences are still under development and are likely to offer
future potential success for the brand.
emergent consumers
"Careful cooks," "down-home stokers," and "functional feeders" are all examples of
lifestyle segmentation
The act of representing one's product so it will occupy a distinct place in the consumer's
mind is known as ____.
positioning
Aligning the marketing mix to yield distinctive approval for the target segment is
, positioning.
The STP approach is strongly recommended when markets are:
diverse with respect to consumer needs
Segmenting consumers on the basis of product usage means describing consumers as
-loyalists vs. switchers
-nonusers vs. users
-light, medium and heavy users
*ALL OF THESE are ways to categorize segments by usage
The purpose behind all efforts at market segmentation is to
identify consumers that share common characteristics that will lead them as a group to respond
distinctively and positively to the right marketing program
Benefit positioning often refers to the functional benefits the brand offers. What else can it
refer to?
powerful emotional benefits that differentiate the brand in situations where all the competitors
offer comparable functional benefits
A package delivery company decides it wants to get into the flower delivery business.
However, it knows that FTD has a huge share of the market and can offer service
worldwide. It decides to look for a market niche. Which of the following is not an
advantage of this strategy?
UNKNOWN
The company can still attempt to serve other segments.
The company's market may be larger than FTD's market.
*It may not be profitable for FTD to compete in the niche.
The company may be able to charge more for its product.
Descriptors such as age, gender, race, and marital status are widely used in
demographic segmentation.
