Exam 7: Segmentation, Targeting, and Positioning

Many firms make an effort to identify smaller, better-defined target groups by using ________. user rates loyalty segmentation multiple segmentation bases positioning mass marketing

You have just created the "perfect" ad.It communicates the full mix of benefits upon which the brand is differentiated and positioned.This full positioning of the brand is called ________. its value proposition target marketing capturing the consumers' attention value profiling differentiated marketing

When a market segment is large or profitable enough to serve, it is termed ________. measurable accessible substantial actionable differentiable

In general, a company should enter only segments in which it can ________ and ________. offer lower prices; ship faster offer superior value; gain advantages over competitors offer superior value; ship faster gain advantages over competitors; offer new products identify behaviours; understand spending power

When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs, it is following ________. concentrated marketing mass marketing mass customization undifferentiated marketing localization

When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ________. measurable accessible substantial actionable observable

For market segments to be useful they must be measurable, accessible, substantial, differentiable, and actionable.

Using concentrated marketing, the marketer goes after a ________ share of ________. small; a small market small; a large market large; one or a few niches large; the mass market moderate; the local market

Mass customization has made relationships with customers ________. irrelevant more important than ever less profitable easier self-conceptualized

When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________. concentrated marketing mass marketing market targeting segmenting differentiation

Explain how companies identify attractive market segments and choose a target marketing strategy.

In what ways might a marketer engage in socially responsible target marketing?

What is the following an example of? "To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go." positioning statement service differentiation concentrated segmentation competitive advantage responsible target marketing

Though the use of mass marketing has been widespread in the past 100 years, for centuries consumers were served as individuals as businesses practiced individual marketing.

Describe how marketers use multiple-segmenting bases to their advantage.

Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle.What type of segmentation does Pendergraff use? geographic behavioural lifestyle demographic psychographic

LaGrange Florists segments markets into groups of nonusers, ex-users, potential users, first-time users, and regular users of its flowers and services.This firm uses usage rate as the segmentation approach.

Which of the segmenting strategies carries higher-than-average risks in consumer markets? concentrated mass differentiated undifferentiated multiple-segment

Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price? more-for-the-same more-for-less same-for-less less-for-much-less all-or-nothing

Demographic variables are so frequently used in market segmentation because they ________. create smaller segments create more easily reached segments do not involve stereotypes tend to be easier to identify and measure involve fewer attributes to consider