Exam 8: Identifying Market Segments and Targets

How has home-furnishing retailer Bed Bath & Beyond used local marketing to fuel its phenomenal growth?

Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be examples of what is called

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

A ________ consists of two parts: a naked solution and discretionary options.

In a growing trend called macromarketing, such activities concentrate on getting as close adn personally relevant to individual customers as possible.

The most important variables in segmenting a business market are demographics.

Television networks and concert promoters should be very interested in what demographers are calling the "boom-boom effect", which means

Men and women tend to have different attitudinal and behavioural orientations, based partly on genetic makeup and partly on

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?

Henry Ford epitomized the market segmentation strategy when he offered the Model-T Ford.

According to the major segmentation variables for consumer markets, which of the following would be the appropriate segment category to target young, marrieds?

Which of the following major segmentation variables for business markets is considered an operating variable?

When Baskin-Robbins dropped all TV advertising to focus on "three-mile" marketing with more emphasis on local events and promotion, they were engaging in

A snack chip manufacturer is concerned about consumers leaving its brand and going to competitive alternatives. Which of the following groups (based on strength of commitment) would be most likely to leave the company's offering and go somewhere else for snack products?

Generation Y is marked by racial diversity, and they are ________.

Typical groupings (segments) that might be designated using the geographic method of segmentation might be density, climate, or city/metro size.

A marketer of wines identified six different benefit segments in the premium wine market. ________ (14 percent of the market) tend to buy the same brands since they don't know much about wine.

Unlike an isolated segment, a ________ is a set of segments sharing some exploitable similarity.

Mothers-to-be are potential users who will turn into heavy users of infant products and services. By targeting mothers-to-be as future heavy users, producers of these products and services are segmenting consumers on the basis of ________.

The cereal industry has been heavily praised for its marketing efforts directed towards children.