Exam 7: Segmentation, Target Marketing, and Positioning

When McDonald's failed to realize that Applebee's and Chili's were providing products that met consumers' needs for a quick, tasty, and convenient meal, McDonald's failed to consider its ________.

Because family needs and expenditures change over time, marketers may consumers by ________.

When the size and purchasing power of a target segment can be determined, the segment is ________.

Because Cruise Ships International currently has limited financial and personnel resources, it should avoid a concentrated targeting strategy until its resources are more substantial.

Mass marketers such as Walmart often ignore market segment differences and target the whole market with one offer. What is this approach to targeting?

When compared to generations older than them, a greater proportion of Millennials have never been married.

What are the steps, in order, of the target marketing process?

Before selecting a targeting strategy, marketers should ________.

A ________ is a distinct image that captures the character and benefits of a good or service.

A company that tries to modify its brand image to keep up with changing times is using a ________ strategy.

The number of Americans aged 65 or older has decreased since 2000.

Marketers often use generational marketing because members of a generation tend to share the same ________.

The elements of the marketing mix must match the ________.

To market Suave shampoo, Unilever used PRIZM to identify neighborhoods with high concentrations of young working women. These women responded best to advertisements conveying the message that Suave is inexpensive, yet will make their hair "look like they spend a fortune on it." What segmentation tool did Unilever use in this example?

When Apple marketed its iPod to teens, it used a personality segmentation variable.

During tax season, you're likely to see more TurboTax ads on Google pages, even if you aren't searching for tax software. This is an example of ________ segmentation.

________ is a term for men who are keenly interested in fashion, home design, gourmet cooking, and personal care.

Superior image, unique product features, and better service are all examples of ________.

Honor, a market researcher for a packaged goods company, is segmenting a population of consumers based on how frequently they buy different types of packaged goods. Honor is using behavioral segmentation.

To evaluate the different target segments your company is considering, you would look at all of the following factors EXCEPT which one of the following?