M Marketing 5th edition By Dhruv Grewal – Test Bank

M Marketing 5th edition By Dhruv Grewal – Test Bank

Chapter 09
Segmentation, Targeting, and Positioning

True / False Questions

1. Coca-Cola launched Coke Zero to attract new customers in a segment it might not get with Diet Coke.

True False

2. When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation.

True False

3. For products like pencils and paper clips, marketers should probably use an undifferentiated targeting strategy.

True False

4. When deciding how to promote his new medical oncology center, Dr. Jones decided that he did not need to throw a large grand opening reception. Instead, he promoted the center to the internal medicine doctors in the area, who were the doctors most likely to refer patients to the center. Dr. Jones was engaged in a concentrated targeting strategy.

True False

5. It would be logical for bathing suit marketers to use geographic segmentation.

True False

6. 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.

True False

7. The Value and Lifestyle Survey (VALS) conducted by Strategic Business Insights (SBI) is a widely used tool for geographic segmentation.

True False

8. Giant Food Stores in suburban Washington, DC, adjusts its ethnic food aisle offerings based on the ethnic groups living near each store. Giant Foods is using geodemographic segmentation.

True False

9. Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors’ products.

True False

10. As it relates to positioning, a self-values map displays the position of products or brands in the consumer’s mind.

True False