Question

Positioning relies on the communication of one or more sources of value to customers in a way that the customer can easily make the connection between the ________.

Select one:

a. way the 4Ps of the marketing mix work with one another

b. customer's needs and wants and what the product has to offer

c. cost of the product and the quality

d. product and its advertising

e. salesperson and the customer at a personal level

Strategic fit means there is a good match of a target market to the firm's culture and resource capabilities.

Select one:

True

False

A marketing manager using VALS is interested in ________ segmentation.

Select one:

a. occupational

b. educational

c. geodemographic

d. geographic

e. psychographic

HerboCare, a company that sells herbal soaps, has failed to increase its sales, as consumers could not understand how soaps made by HerboCare were different or better than other herbal soaps available in the market. In this scenario, HerboCare is suffering from the positioning error of ________.

Select one:

a. underpositioning

b. confused positioning

c. doubtful positioning

d. overpositioning

e. repositioning

________ segmentation recognizes that there may be a number of consistent needs and wants demonstrated by consumers based on what type of job they have.

Select one:

a. Gender

b. Occupational

c. Educational

d. Social

e. Age

Answer 1

1 customer's needs and wants and what the product has to offer

Positioning relies on the communication of one or more sources of value to customers in a way that the customer can easily make the connection between his or her needs and wants and what the product has to offer

2 False

Strategic fit expresses the degree to which an organization is matching its resources and capabilities with the opportunities in the external environment.

3 Psychographic Segmentation

This would be the correct option.

4 under positioning

This would be the correct option.

5 Occupational Segmentation

This would be the correct option.