Exam 9: Marketing Segmentation, Targeting, and Positioning

A firm that uses market segmentation assumes that different types of customers with different needs, preferences, and purchasing power can be served by a single marketing mix.

One of the main sources for demographic data in Canada is Statistics Canada.

Concentrated marketing disperses the firm's marketing effort among several segments and an upturn in demand in one segment can negatively affect sales in another.

Which statement best describes differentiated marketing?

Which statement does NOT accurately describe market segmentation?

Why is segmentation by benefits used?

Detergent packets purchased by a leading laundry service are considered business products.

Which statement best describes an undifferentiated marketing strategy?

According to Engel's laws, what happens as family income increases?

What can sometimes drive a company from undifferentiated to differentiated marketing?

Match each item to the statement or sentence listed below. a.target market b.market segmentation c.cohort effect d.census metropolitan area (CMA) e.differentiated marketing f.concentrated marketing g.micromarketing h.positioning map i.VALS j.AIO statement k.core region l.consumer product m.demographic segmentation n.80/20 principle o.psychographic segmentation p.geographic information system (GIS) q.positioning r.geographic segmentation s.business product t.mass marketing -defines consumer groups according to variables such as gender, age, income, occupation, and stage in the family life cycle.

Which of the following basic requirements must market segmentation meet to be effective?

Geographic indicators such as job growth give useful guidance to marketers, depending on the type of products they sell.

What is a positioning map? How does the map assist a firm with repositioning decisions?

What are geographic information systems (GIS)? How do they help marketers in analyzing marketing information?

What is the use of psychographic segmentation to marketers?

By implementing micromarketing, a small company with limited resources can chip away at a large market share of a competitor practising undifferentiated marketing.

When can product-usage segmentation be an important tool for marketers?

According to researchers in the past decade, what has been an observed change in family life cycle behaviour?

Marketers are increasingly shying away from children and teen market segments because of pressures calling for social responsibility on the part of advertisers.