Exam 8: Identifying Market Segments and Targets

The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies.

Enterprise Rent-A-Car has challenged Hertz's supremacy in the rental car market by tailoring its marketing program to a relatively neglected target market. Which of the following would be the most accurate description of that market?

A brand funnel can be used by marketers to help characterize

Why is it unlikely that many of today's marketers would embrace mass marketing?

The VALS segmentation system has evolved into an 8-part typology. List and briefly describe any four categories of that 8-part typology.

Life stage defines a person's age.

The marketer's task is to _________ the segments and decide which one(s) to target.

There are several major segmentation variables that might be used by a marketer to address a consumer market. If the marketer were to use social class, psychographic lifestyle, and readiness stage to segment its market, identify possible segmentation subcategories under each of the three. For example, if we were to segment based on usage rate, subcategories would be light user, medium user, and heavy user.

The text describes five possible patterns for target market selection. Describe the pattern called selective specialization.

All segmentation schemes are useful.

Typical categories that would appear under the heading of situational factor segmentation variables in the business marketplace would be urgency, specific application, and size of order.

During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem?

A housewife requests a new treadmill for her birthday. With respect to consumer decision roles, which role is the housewife currently playing?

Costco Wholesale Corp. has unveiled a store in downtown Vancouver. One of its objectives is to

In segmenting its markets, an aluminum company first looked at which end-use market to serve: automobile, residential, or beverage containers. This is an example of ________.

Discuss the different attitudinal and behaviour orientations between men and women.

What key benefits does segment marketing offer over mass marketing?

Jose and Erika have just divorced. This will obviously not only have an impact on their personal lives but their consumptive lives as well. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?

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

Two broad groups of variables are used to segment consumer markets: geographic and demographic variables.