Exam 8: Identifying Market Segments and Targets

Establishing and communicating the distinctive benefit(s)of the company's market offering, for each target segment is called ________.

The sale of turkeys in the United States is highest in mid-to late November, as people buy turkeys to serve at Thanksgiving. Grocery stores who specifically advertise turkeys at this time of year are segmenting on the basis of ________.

If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern.

With respect to loyalty status, if a consumer is loyal to two or three brands, he or she is called shifting loyal.

Consumer attitudes are an interesting way to segment a market. What are the five different consumer attitudes about a product that can be found in the market?

There are several major segmentation variables that might be used by a marketer to address a consumer market. If the marketer were to use social class, psychographic lifestyle, and readiness stage to segment its market, identify possible segmentation subcategories under each of the three.

According to the VALS segmentation framework, consumers primarily motivated by ideals are guided by ________.

Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content. Pete's loyalty status is best described as ________.

A ________ consists of two parts: a naked solution and discretionary options.

According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program.

In the ________ step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access.

Which of the following statements about market segmentation is true?

Those who favor localized marketing see national advertising as wasteful because ________.

Increasingly, companies are finding that their markets are "hourglass shaped." What does this mean for consumers and for marketers?

Generation Y members are often turned off by overt branding practices and "hard sell." List and provide examples for the different approaches tried by the marketers to reach and persuade them.

If an organization's marketing department wished to create "segment storyboards" to test the attractiveness of each segment's positioning strategy, this action would most likely occur in the ________ step of the segmentation process.

According to PRIZM, the ________ cluster is characterized as the nation's tech-savvy singles and couples, living in areas typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants, and all types of bars-from juice to coffee to microbrew.

Professor Albert advises his students to purchase the book "Microbiology by Pelczar," to acquaint themselves with the fundamentals of microbiology. What role does he play in the buying decision of his students?

According to PRIZM, the ________ cluster is characterized by educated, midscale, and multiethnic, urbane couples in America's fast-growing cities. Concentrated in a handful of metros such as Las Vegas, Miami, and Albuquerque, these households feature older home owners, empty nesters, and college graduates.

Mature and reflective people who seek durability, functionality, and value in products are most likely to be categorized as ________ in the VALS system.