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 the target market of consumers for their product, they may also identify many smaller subsets of consumers within their broad market.

ANS:  T                    DIF:    Moderate       REF:   p. 211             OBJ:   6-1

NAT:  AACSB Analytic | CB&C Model Customer                       TYP:   Comprehension

2. In the world of advertising, markets are positioned, but products are segmented.

ANS:  F                    DIF:    Easy               REF:   p. 212             OBJ:   6-1

NAT:  AACSB Analytic | CB&C Model Product                          TYP:   Comprehension

3. STP marketing includes three factors—identifying, positioning, and informing.

ANS:  F                    DIF:    Easy               REF:   p. 212             OBJ:   6-1

NAT:  AACSB Communication | CB&C Model Promotion          TYP:   Knowledge

4. If General Mills decides to use the STP framework, it can divide its resources to reach a number of separate and distinct market segments.

ANS:  T                    DIF:    Difficult         REF:   p. 212             OBJ:   6-1

NAT:  AACSB Analytic | CB&C Model Promotion                     TYP:   Application

5. The success seen from applying the STP framework is often long-term.

ANS:  F                    DIF:    Moderate       REF:   p. 213             OBJ:   6-1

NAT:  AACSB Analytic | CB&C Model Promotion                     TYP:   Comprehension