Exam 7: Segmentation, Target Marketing, and Positioning

Which of the following would be the best source for information about the size and number of companies operating in a particular industry in the United States?

Age and gender are examples of demographic segmentation variables.

You work for a travel agency. Business has been slow, and you want to suggest some promotions targeted to specific market segments. What three psychographic segmentation variables would you recommend using and why?

Using a concentrated targeting strategy, the marketer goes after a ________ but ________ consumer segment.

________ is a well-known system based on psychological traits that correlate with consumer behavior. It divides the entire U.S. population into segments and then sells pieces of this information to clients for specific strategic applications.

The Asian American segment of the population ________.

A soup company found its canned nacho cheese sauce was too spicy for Americans in the East and not spicy enough for those in the West and the Southwest. As a result, the company's plants in Texas and California produce a hotter nacho cheese sauce than is produced in its other plants. The company is using ________ segmentation.

Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it, and mass promotes it. This firm uses a(n) ________.

Saturn is "a different kind of company, different kind of a car;" the Hummer is "like nothing else." These statements indicate a firm's ________.

Which of the following best explains why marketers do not consider social class segments as strictly as they once did?

A(n) ________ would probably include customer demographics, location, lifestyle information, and a description of how frequently the customer buys the product.

Marketers must balance the ________ of mass marketing with the ________ of offering each individual customer exactly what he wants.

People who are regular visitors to SyFy.com (a website maintained by a science fiction cable network) and those who are regular visitors to BHG.com (a website maintained by the producers of BHG-TV and the publishers of a women's magazine) belong to different ________ segments.

Which of the following is the most accurate generalization of Millennials?

Which of the following is the process of evaluating and selecting the most viable market segment to enter?

The first step in developing a positioning strategy is to ________.

African Americans, Hispanic Americans, and Asian Americans are all examples of ________ segments.

Which three consumer motivations are key to the VALS™ system?

Of the following generations, which has the youngest members?

Explain why correctly segmenting and then targeting consumers will help a company target its marketing dollars more effectively.