Quiz 9 1) Which of the following is not a way to collect qualitative primary data? A) focus groups B) surveys C) depth interviews D) observation 2) Which of the following is a characteristic of a strong brand? A) the brand is popular B) the brand is better than competitors C) the brand's producer has quality employees D) the brand stays relevant 3) Which of the following is NOT in the Segment Attractiveness? A.) Identifiable B.) Responsive C.) Approachable D.) Profitable 4)Value, Salient Attributes, Symbols, and Competition are apart of: A.) Positioning Steps B.) Positioning Methods C.) Perceptual Maps D.) Perceptual Steps 5) Identify the 6 Positioning Steps: A. Adjust price value with demand, Identify the market’s ideal points and size, Determine consumers’ perceptions and evaluations in relation to competitors’, Identify competitors’ positions, Determine consumer preferences, Monitor the positioning strategy. B. Determine consumers’ perceptions and evaluations in relation to competitors’, Identify the market’s ideal points and size, Identify competitors’ positions, Determine consumer preferences, Select the position, Monitor the positioning strategy. C. Determine consumer preferences, Identify the market’s ideal points and size, Select the position, Adjust price value with demand, Identify competitors’ positions, Monitor the positioning strategy. D. Identify competitors’ positions, Determine consumers’ perceptions and evaluations in relation to competitors’, Identify the market’s ideal points and size, Select the position, Determine consumer preferences, Adjust price value with demand. 6) What is the ideal image people have of themselves? A. Self Value B. Self Concept C. Psychographics D. Personal Image 7) What are the key factor(s) of profitability? A. Segment Size b. Adoption Percentage C. Purchase Behavior D. Profit Margin Percentage E. All the above 8) What method of targeting targets several market segments with a different offering for each segment? A. Differentiated Targeting B. Concentrated Targeting C. Undifferentiated Targeting D. Value-Based Targeting E. Geodemographic Targeting 9) Which step in the STP process develops descriptions of the different segments, which helps firms better understand the customer profiles in each segment? A. Establish overall strategy or objectives B. Select segmentation method C. Develop positioning strategy D. Evaluate segment attractiveness E. Select target market 10) _____ Segmentation, the most common means to define segments, involves defining groups based on characteristics such as age, gender, income, and education. A. Geographic B. Demographic C. Psychographic D. Geo-demographic E. Lifestyle 11) The overriding desires that drive how people live their lives are called A. Self-concepts. B. Self-values. C. Psychographics. D. Self-control. E. Lifestyles. 12) The fourth step in the STP process is to select a: a. Target Market b. Market Positioning c. Benefit Segmentation d. None of the above 13) The main value proposition components are all of the following EXCEPT: A. Target Market B. Unique point of difference/benefits C. Offering name or brand D. Position using perceptual marketing E. Product/service category or concept 14) Which of the following is the second step in the targeting, segmentation, and position process? A. Select target market B. Use segmentation methods C. Evaluate segment attractiveness D. Establish strategy or objectives 15) What is geographic segmentation based on? a. Where a customer shops b. Where customers live c. Where a customer wants to live d. Where customers visit 16) What is demographic segmentation based on? a. Race b. Gender c. Age d. All of the above 17) What is psychographic segmentation based on? a. What the customer think of themself b. How trendy a person thinks they are c. A customers self-values, self-concepts and lifestyle d. A customer’s self-esteem, self-worth and personality 18) When a firm evaluates its overall missions, including its strengths, weaknesses, opportunities, and threats, it is engaged in which step of the segmentation, targeting, and positioning process? A. Establishing overall strategy or objectives B. Developing the positioning strategy C. Selecting the target market D. Determining segmentation methods 19) Which of the following is not a type of risk associated with purchase decisions? A. Social B. B. Personal C. Financial D. Physiological 20) Which of the following is NOT a segmentation method? A. Demographic B. Benefits C. Geographic D. Race 1. B 2. D 3. C 4. B 5. B 6. B 7. E 8. A 9. B 10. B 11. B 12. A 13. D 14. B 15. B 16. D 17. C 18. A 19. B 20 D .