Exam 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers

Marketers tailoring brands and promotions to the needs and wants of specific customer groups practice ________.

Josie's,a gift store with a presence in multiple nations,divides its markets into units of nations,regions,and cities.This is an example of geographic segmentation.

Shampoo marketers segment buyers as light,medium,or heavy product users.This is an example of ________ segmentation.

The largest,fastest-growing market segments are generally the most attractive ones for smaller companies.

A successful niche marketing strategy relies on a firm's ________.

________ is the process of evaluating the attractiveness of different market segments and selecting one or more segments to enter.

LaGrange,a floral boutique,segments its customers into three groups: those who frequently use their services,those who have never used their services,and potential users.This is an example of usage-rate segmentation.

Demographic variables are the most popular bases for segmenting customer groups because they ________.

When a company chooses a target marketing strategy for a product,its choices are most likely influenced by the product's life-cycle stage.

Using a(n)________ positioning strategy,companies can attack the more-for-more strategy of another firm by offering a brand of comparable quality at a lower price.

Through ________,brands can be differentiated on features,performance,or style and design.

A segment is more attractive if it already contains many strong and aggressive competitors.

Marketers must be careful to guard against stereotypes when using age and life-cycle segmentation.

When an effective program can be designed for attracting and serving a chosen segment,the segment is best described as ________.

Describe the different types of value propositions on which a company might position its products.

Using a differentiated marketing strategy,a company is likely to design a product and a marketing program that will appeal to the largest number of buyers.

A market segment is less attractive when ________.

Describe age and life-cycle segmentation with examples.What are the precautions that marketers should take when using age and life-cycle segmentation?

BritWay Ventures,a leading producer of soft drinks,is considering a differentiated marketing strategy.It is most likely important that the company weighs increased sales against ________ before selecting this strategy.

Companies that use income segmentation always target the affluent.