Chapter 6 - Market Segmentation, Positioning, and the Value Proposition

Chapter 6 – Market Segmentation, Positioning, and the Value Proposition

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. When a brand team defines who the target market of consumers is for their brand that means there is only one narrow group of consumers who they expect to buy it.

ANS:  F                    DIF:    Moderate       REF:   p. 199             OBJ:   6-1

TYP:   Comprehension

2. STP marketing includes segmenting, targeting, and positioning.

ANS:  T                    DIF:    Easy               REF:   p. 200             OBJ:   6-1

TYP:   Knowledge

3. If Kraft Foods decides to use the STP framework, it must put all of its resources into reaching a single, defined market segment.

ANS:  F                    DIF:    Difficult         REF:   p. 200             OBJ:   6-1

TYP:   Application

4. Success from applying the STP framework is often short-lived.

ANS:  T                    DIF:    Moderate       REF:   p. 201             OBJ:   6-1

TYP:   Comprehension

5. If advertisers can’t reach a particular market segment with information, it’s probably not a very useful segment.

ANS:  T                    DIF:    Easy               REF:   p. 202             OBJ:   6-2

TYP:    Knowledge