WGU D077 MARKET SEGMENTATION
TARGETING AND POSITIONING EXAM 2026
FULL REVIEW AND SOLUTION SET
◉ Marketing
Answer: The Activity, set of institutions, and process for creating,
communicating, delivering and exchanging offerings that have value
for consumers. Also a business function that identifies, satisfies, and
retains customers through a set of activities related to creating,
communicating, delivering, and exchanging offerings that have value
for the customer.
◉ Marketing Mix (4 P's)
Answer: Product, Place, Price, Promotion
◉ Product Life Cycle
Answer: describes the stages a new product goes through in the
marketplace: introduction, growth, maturity, and decline
◉ The Introduction stage of the product life cycle is characterized by
,Answer: Low sales, Little or no profit, and Often little to no
competition
◉ The growth stage of the product life cycle is characterized by
Answer: Increasing sales, Rapidly increasing profits, Market has
accepted the product and competitors begin to enter the market
◉ The maturity stage of the product life cycle is characterized by
Answer: High Sales, High then declining profits, High level of
competition, may be difficult for original company to compete
◉ The decline stage of the product life cycle is characterized by
Answer: Declining Sales, Declining Profit, and Competitive pressure
remains high and demand falls
◉ product mix
Answer: The complete range of products offered for sale by a
company throughout its product lines, also known as the product
assortment
◉ product lines
Answer: Series of similar products focused on a sector that a
company creates under a single brand
,◉ product depth
Answer: Number of versions offered for each product in the product
line
◉ product width
Answer: The number of different product lines, or series of products
a company offers
◉ price skimming
Answer: Intentionally pricing a new product offering high with the
intention of lowering it over time as competition grows, particularly
in the case of a unique offering with little or no competition at the
outset (Pricing Strategy)
◉ penetration pricing
Answer: Intentionally pricing a product lower than the market price
to gain market share in a new market (Pricing Strategy)
◉ leader pricing
Answer: Pricing products below market price to attract customers to
a store where they would not otherwise shop (Pricing Strategy)
◉ prestige pricing
, Answer: Raising the price of a product to increase the perception of
its value (Pricing Strategy)
◉ Bundling
Answer: Grouping related products together and pricing them as a
single product. (Pricing Strategy)
◉ Competitive pricing
Answer: Setting the price for a product or service relative to
competitors (Pricing Strategy)
◉ Advertising
Answer: Any paid form of nonpersonal promotion by an identified
sponsor
◉ Personal selling
Answer: A face-to-face presentation to a prospective buyer, often
based on long-term relationships.
◉ Sales promotion
Answer: Marketing activities that stimulate consumer buying,
including coupons and samples, displays, shows and exhibitions, and
demonstrations.
TARGETING AND POSITIONING EXAM 2026
FULL REVIEW AND SOLUTION SET
◉ Marketing
Answer: The Activity, set of institutions, and process for creating,
communicating, delivering and exchanging offerings that have value
for consumers. Also a business function that identifies, satisfies, and
retains customers through a set of activities related to creating,
communicating, delivering, and exchanging offerings that have value
for the customer.
◉ Marketing Mix (4 P's)
Answer: Product, Place, Price, Promotion
◉ Product Life Cycle
Answer: describes the stages a new product goes through in the
marketplace: introduction, growth, maturity, and decline
◉ The Introduction stage of the product life cycle is characterized by
,Answer: Low sales, Little or no profit, and Often little to no
competition
◉ The growth stage of the product life cycle is characterized by
Answer: Increasing sales, Rapidly increasing profits, Market has
accepted the product and competitors begin to enter the market
◉ The maturity stage of the product life cycle is characterized by
Answer: High Sales, High then declining profits, High level of
competition, may be difficult for original company to compete
◉ The decline stage of the product life cycle is characterized by
Answer: Declining Sales, Declining Profit, and Competitive pressure
remains high and demand falls
◉ product mix
Answer: The complete range of products offered for sale by a
company throughout its product lines, also known as the product
assortment
◉ product lines
Answer: Series of similar products focused on a sector that a
company creates under a single brand
,◉ product depth
Answer: Number of versions offered for each product in the product
line
◉ product width
Answer: The number of different product lines, or series of products
a company offers
◉ price skimming
Answer: Intentionally pricing a new product offering high with the
intention of lowering it over time as competition grows, particularly
in the case of a unique offering with little or no competition at the
outset (Pricing Strategy)
◉ penetration pricing
Answer: Intentionally pricing a product lower than the market price
to gain market share in a new market (Pricing Strategy)
◉ leader pricing
Answer: Pricing products below market price to attract customers to
a store where they would not otherwise shop (Pricing Strategy)
◉ prestige pricing
, Answer: Raising the price of a product to increase the perception of
its value (Pricing Strategy)
◉ Bundling
Answer: Grouping related products together and pricing them as a
single product. (Pricing Strategy)
◉ Competitive pricing
Answer: Setting the price for a product or service relative to
competitors (Pricing Strategy)
◉ Advertising
Answer: Any paid form of nonpersonal promotion by an identified
sponsor
◉ Personal selling
Answer: A face-to-face presentation to a prospective buyer, often
based on long-term relationships.
◉ Sales promotion
Answer: Marketing activities that stimulate consumer buying,
including coupons and samples, displays, shows and exhibitions, and
demonstrations.
