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Exam 2: Segmentation, Targeting and Positioning

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Question 61

Multiple Choice

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Positioning Joy (a fragrance brand) as "the costliest perfume in the world" is an example of ________.

A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

F) A) and D)
G) B) and E)

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Question 62

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Consumers belonging to the VALS segment called Believers is motivated by desire for achievement and have moderate resources, so they are trendy and seek approval from others.

A) True
B) False

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Question 63

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What steps are involved in the positioning process?

Perry & Swift - an investment management firm - used the 2001 P$YCLE Segmentation System, which is part of a database entitled ________.

Consumers' characteristics can be classed as either consumer-intrinsic or consumption-specific. In this context, consumer-intrinsic features stem from the consumer's physical, social, and psychological characteristics. Examples of consumer-intrinsic features include ________.

Position a health club offering to one of the VALS segments. In your description of the positioning for the segment, please note the segment's primary motivation, level of resources, level of innovativeness, and values and consumption patterns.

The segment of online consumers that uses the Internet 20.7 hours per week, engages in some browsing and shopping but is a very heavy user of blogging, chatting, video streaming, and downloading, is known as ________.

Showrooming sends promotional alerts to the smartphones of customers who opt-in when the customers enter or near the store.

Effectively catering to the distinct needs of consumers by offering them clearly differentiated products involves much higher research, production, advertising, and distribution costs.

Hardship in making buying decisions is more typical of older, less-educated consumers.

Campbell's slogan "soup is good food" is an example of ________.

What is the FIFTH step in the positioning process?

Which of the following is NOT tracked during online navigation to inform behavioral targeting?

PRIZM is an example of ________ segmentation.

In the VALS typology, ________ are motivated by ideals and tend to have low resources. They are generally slow to change as well as technology averse, and tend to prefer familiar products and established brands.

$\text{RENTAL CAR MINI CASE:}$ Rosetta Car Rental operates car rental lots at airports nationwide. It specifically targets vacationers and advertises in travel magazines and through travel websites with a campaign that emphasizes its quality customer service and well-maintained cars. Rosetta stocks its lots based on a number of factors, including climate and the type of activities it expects its renters to undertake. For example, Rosetta stocks more convertible cars in its warm California lots than in New York. Its Colorado lots stock a large number of station wagons, vans, and SUVs to accommodate skiers and snow-boarders and all their gear. -In the RENTAL CAR MINI CASE, Rosetta focuses on vacation travelers, as opposed to business travelers. Dividing the market in this way is known as ________.