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Questions and Answers

Which of the following is NOT one of the key criteria for market segments to be useful?

Substantial

Accessible

Differentiable (correct)

Measurable

According to the text, why is segmentation important in marketing?

All of the above (correct)

To identify growth opportunities through a deep knowledge of customers

To design effective marketing programs

To facilitate resources allocation

What is the 80/20 Principle mentioned in the text?

It refers to the percentage of customers who respond to marketing programs

It is a principle of market positioning

It is a rule of thumb for segmenting the target market

It states that 80% of the value in the consumer goods market is done by 20% of the consumers (correct)

Which segment did Opera Philadelphia target with their Fall festival?

Segment 2: younger, more diverse Signup and view all the answers

During which seasons did Opera Philadelphia run three more productions?

Winter and Spring Signup and view all the answers

What is the age range for Opera Philadelphia patrons who can access the VIVACE program?

21 to 45 Signup and view all the answers

Which of the following is NOT a segmentation marketing strategy for corporate brands?

Mass Marketing Signup and view all the answers

What is the act of deciding which segments a company is going to serve called?

Targeting Signup and view all the answers

What aspect should companies evaluate to decide if a segment is attractive or not?

Market growth Signup and view all the answers

What is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market called?

Positioning Signup and view all the answers

Which of the following is NOT a point-of-parity (POP) for a brand?

Association that is unique to the brand Signup and view all the answers

Which of the following criteria should differentiation meet in positioning?

Relevant, credible, unique, tangible, feasible, sustainable Signup and view all the answers

Which of the following is the correct structure of a positioning statement?

To [target market], Brand X is the only brand among all [competitive set] that [unique value claim] because [reasons to believe] Signup and view all the answers

Which of the following is NOT a step in building a perceptual map or positioning mapping?

Comparing the 'ideal' vs current situation for the target market Signup and view all the answers