Chevrolet has decided to focus on emergent consumers in the automobile market, which include those individuals who are graduating college and either heading off to college or the workforce. Chevrolet is engaging in which aspect of STP marketing?
a. selecting persuasion tools
b. segmentation
c. positioning
d. targeting
Question 2A conjunctive technique is an indirect means of questioning, enabling respondents to project beliefs and feelings onto a third party, an inanimate object, or a task situation.
Indicate whether the statement is true or false
Question 3___________ refer to a form of research that emphasizes the understanding of consumers' activities, interests, and opinions.
a. Lifestyles
b. Demographics
c. Segments
d. Psychographics
Question 4Field notes are the researcher's descriptions of what actually happens in the field.
Indicate whether the statement is true or false
Question 5General Mills has decided to make a concerted effort to attract those individuals who seek variety in their breakfast cereal consumption. They are most likely engaging in segmentation based upon what?
a. Psychographics and lifestyles
b. Usage patterns and commitment levels
c. Geodemographics
d. Demographics
Question 6Laddering is an approach to probing in which respondents distinguish things by price and quality, resulting in a loyalty index.
Indicate whether the statement is true or false
Question 7When prioritizing target segments, a marketer is trying to assess whether it has the particular expertise (and budget) that would allow it to serve a segment more effectively than another company. It is currently using the ______________ as a selection criterion.
a. growth potential
b. competitive field
c. ability to provide customer wants
d. current size of the market
Question 8A focus group interview allows closer scrutiny in several ways.
Indicate whether the statement is true or false
Question 9Which of the following is NOT an element that makes for an effective positioning strategy?
a. Be consistent
b. Deliver in the promise
c. Make it simple
d. Focus on what sells
Question 10Focus group interviews are the most often used quantitative research technique.
Indicate whether the statement is true or false
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