Exam 8: Identifying Market Segments and Targets

With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.

Coca Cola's original marketing strategy that offered a single drink Coca Cola Classic in a single sized Bottle with the advertising theme "Coke is it," is an example of ________ marketing.

________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice.

Heavy users of a particular product are often a small percentage of the market but account for a high percentage of total consumption.

According to the VALS segmentation system, ________ are considered to be trendy and fun-loving people who are resource-constrained. They favor stylish products that emulate the purchases of those with greater material wealth.

PRIZM was developed by Claritas Inc. What was the purpose of PRIZM?

The ultimate level of segmentation leads to "segments of one," "customized marketing," or "one-to-one marketing."

If married and unmarried women respond similarly to a sale on perfume, these hypothetical segments fail the ________ criterion for useful market segments.

A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can Help identify the products' strengths.

Unlike the more optimistic, team-oriented Gen Xers, Gen Yers are more pragmatic and individualistic.

Local marketing reflects a growing trend called macromarketing.

Jose and Erika have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?

Briefly describe the characteristics of the Millennials.

Companies following a market specialization strategy offer one product to as many markets as possible.

A company can be said to have used ________ if the company distinguished among customers buying on the basis of price, service, and quality.

In ________ marketing, the firm operates in several market segments and designs different products for each segment.

List the threats posed by the five forces identified by Michael Porter that determine the intrinsic long-run attractiveness of a market or market segment.

A marketer interested in segmenting a business market based on ________ intends to eventually segment the market based on power structure and nature of existing relationship.

General Motors, a leading American multinational automaker, sells cars for every purpose, purse, and personality. This is an example of ________ marketing.

If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can be described as being among the ________.