Exam 8: Identifying Market Segments and Targets

Kim is a young professional who enjoys snowboarding and going to rock concerts with her friends. According to the VALS eight-part typology segmentation system, Kim is best described as a(n)________.

If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market.

Members of Generation Y are generally open to overt branding practices and a "hard sell," making product placements in computer and video games a popular way to reach this cohort.

A marketer is interested in segmenting a business market based on urgency of delivery and the size of the order. Which of the following major segmentation variables would the marketer most likely use to assist with the task?

Anderson and Mervin have urged marketers to present flexible market offerings to all members of a segment. A flexible market offering consists of two parts. Which part contains the product and service elements that all segment members value?

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?

Everyone who buys a given product wants the same benefits from it.

Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would the marketer most likely use to assist with the task?

A company is customerized when it is able to respond to individual customers by customizing its products, services, and messages on a one-to-one basis.

The VALS segmentation system has evolved into an eight-part typology. List the categories of the eight-part typology.

Although we can make distinctions between them, different generational cohorts also influence each other. Give an example of this.

Linda was buying all her groceries from Home Needs supermarket for the past 5 years. She recently Came across The Convenience Store, another supermarket just a few miles away from her place and started buying her groceries from them. Linda can be best described as ________.

A ________ consists of a group of customers who share a similar set of needs and wants.

Demographic variables are popular because they are often associated with consumer needs and wants and they are easy to measure.

As part of an antismoking crusade, the American Legacy Foundation hires teens as the "Truth Squad" to hand out T-shirts, bandanas, and dog tags at teen-targeted events. The American Legacy Foundation is using ________ to reach Generation Y.

Assume that you have decided to use a niche strategy to advance your marketing goals. Characterize an attractive niche.

Dennis requests his father to buy him a PlayStation® for his birthday. With respect to consumer decision roles, which role is Dennis currently playing?

Marketers usually identify niches by ________.

Give an example of how a company might target products to children in an ethical way.