Exam 2: Market Segmentation and Real-Time Bidding

What are the four groups of sites that collect information for real-time bidding?

Consumers' characteristics can be classified as either behavioral or cognitive. In this context, behavioral data can be determined from direct questioning and categorized by a single objective measure. Examples of behavioral data include ________.

Culturally distinct segments cannot be prospects for the same product and can only be targeted efficiently with unique promotional appeals for unique products.

________ implies a hierarchy in which individuals in the same class generally have the same degree of status, whereas members of other classes have either higher or lower status.

Distinguish between targeting, positioning, and segmentation. In your response, please indicate the correct order for the three steps.

Identify and discuss the four criteria that make market segments effective targets.

Provide an example of how a demographic variable has been used to position a product to a target market.

Age, gender, and income are bases of which of the following types of segmentation?

In reference to consumer characteristics, ________ can be determined from direct questioning or observation and categorized by a simple objective measure, whereas ________ are abstract and can be determined only through more complex psychological and attitudinal questioning.

MUSEUM MINI CASE: Central City Art Museum is looking to increase museum revenues by trying to draw more people to the museum. Research has shown that the most frequent users of the museum are over 55 years old, have college degrees, and have a household income of over $100,000. Less frequent users of the museum have the same education and income profile as frequent users, but tend to be younger, between 35 and 55. Surveys suggest that these younger adults would use the museum more frequently, but do not have enough time due to the demands of their children and families. In order to increase museum entrance revenues, the administrative team wants to attract people who are likely to become heavy users of the museum when they get older, and try to bring them into the heavy user category at an earlier age. In an effort to encourage heavy museum use, the museum has begun a membership program that offers discounts on museum entrance and gift shop purchases and special exhibit preview events for members. The museum has also begun to offer free children's art and museum appreciation classes on weekend afternoons that will allow younger adults to drop their children off once a week and then enjoy the museum's exhibits and café. In order to promote its new children's programming, the museum acquired an address list of local households with children, including the ages of those children, and intends to send tailored messages specifically highlighting programming that is age-appropriate for each household's children. -In the MUSEUM MINI CASE, the museum's approach to promoting its new children's programming is best described as ________.

Position a health club offering to one of the VALS segments. In your description of the positioning for the segment, please note the segment's primary motivation, level of resources, level of innovativeness, and values and consumption patterns.

The process of dividing a market into distinct subsets of consumers with common needs or characteristics is known as ________.

An impression is a customer that becomes available for real-time bidding.

________ information is often the most accessible and cost-effective way to identify a target market.

________ is/are defined by computing an index based on three quantifiable variables: income, education, and occupation.

Colgate, probably the world's most sophisticated marketer of personal care products, markets its offerings according to consumers' need in caring for their teeth and maintaining oral hygiene.

When Colgate commonly targets age groups into four segments and offers each one its own toothpaste, they are using ________ segmentation.

Beyond flavor and the presence or absence of sugar, Nicorette offers a gum that will whiten your teeth while satisfying your nicotine craving and helping you quit smoking. This gum has been positioned on the basis of ________.

Consumers' characteristics can be classed as either consumer-intrinsic or consumption-specific. In this context, consumption-specific features are attitudes and preferences toward specific products or buying situations. Examples of consumption-specific features include ________.

A financial firm advertising in the Wall Street Journal should use which database to determine which geographic areas of the country include substantial numbers of their Business Class segment?