Exam 7: Segmentation, Target Marketing, and Positioning

An industrial manufacturer that works with one or a few large clients and develops products that only these clients will use is most likely to implement a(n) ________ strategy.

A marketing buzzword is metrosexual. What are some characteristics of a person who would be classified in this segment?

Starting in February and ending sometime in late April, department stores promote the fact that they stock a wide range of formal attire for high school proms. The dresses and tuxedos are available year-round, but the heaviest promotion of these products occurs in spring, when most proms are held. This spring promotion to high school students is based primarily on ________.

Using ________, a company modifies a basic good or service to meet the needs of a specific individual customer.

Many people only entertain in their homes during November and December when their homes are decorated for the holidays. The increase in ads for prepared trays of food to be served at these functions is directly related to ________ segmentation.

The supermarket sells boxes of pink diapers and blue diapers. This is an example of segmenting by ________.

People's diverse interests and backgrounds divide them into numerous groups with distinct needs and wants, a condition most accurately described as ________.

Explain the major steps in the target marketing process.

According to the 80/20 rule, which of the following is true?

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments. Deciding what position it wants to occupy in these segments is called targeting.

The members of Generation Y were born between 1965 and 1976.

Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?

Explain how a computer company might use mass customization to meet the needs of its customers.

Which of the following is true of perceptual maps?

Why is it important for marketers to analyze the positions of both direct and indirect competitors? Give an example of direct and indirect competitors for a supermarket.

Describe several characteristics of Generation Y and Generation X that are important to marketers.

Why do marketers segment the market and use a target marketing strategy?

Favorite Memories is a small company that specializes in serving women over the age of 50 who are special occasion gift shoppers overlooked by major competitors. Which of the following best describes Favorite Memories' market targeting strategy?

In 2012, women were more likely than men to marry someone with less education.

________ means developing a marketing strategy aimed at influencing how a particular market segment perceives a good or service in comparison to the competition.