Exam 7: Segmentation, Target Marketing, and Positioning

A company that uses a(n) ________ targeting strategy is appealing to a broad spectrum of people.

Which of the following is NOT an example of a demographic segmentation variable?

Brand anthropomorphism is a strategy for creating a brand personality in the minds of consumers.

Using a ________ targeting strategy, a company develops one or more products for each of several customer groups with different product needs.

The group of American consumers born after 1994 is often called ________.

A viable target market should ________.

The VALS™ system is a crucial part of geodemographic segmentation.

Explain the concept of positioning and the steps marketers take to develop and implement a positioning strategy.

Which of the following groups are referred to as Digital Natives and grew up during the "Great Recession"?

Age, gender, place of residence, and income are all examples of ________.

Which of the following is the narrowest strategy?

The group of American consumers born between 1965 and 1978 are called ________.

Which of the following would most likely be used in the process of developing and implementing a positioning strategy?

Tropicana Essentials Healthy Heart targets consumers who like orange juice and who also want extra vitamins but no sodium. Explain how Tropicana uses behavioral segmentation in this example.

Demographic variables are so frequently used in market segmentation because they ________.

Once a ________ is defined, the next step in positioning is for marketers to finalize the marketing mix.

Members of which generation were born in the years immediately following the end of World War II?

When many men in the baby boomer segment started getting gray hair, they were reluctant to use hair dyes made for women even though they were just as eager as women to fight the aging process. To address this reluctance, hair care product manufacturers introduced hair dying systems for men to use both on their heads and their facial hair. These hair care product manufacturers used ________ segmentation to define their target markets.

Which of the following is a segmentation technique that combines geography with demographics?

A product's position is based on important attributes as perceived by ________.