Exam 7: Segmentation, Target Marketing, and Positioning

________ segmentation variables classify consumers on the basis of how they act toward, feel about, or use a product.

Your firm has decided to tailor its products and services to meet local market demands. A good approach to use would be ________ segmentation.

Loyalty programs such as Marriott Rewards and American Airlines Advantage are examples of segmentation by ________.

Discuss the advantages and disadvantages of undifferentiated targeting, differentiated targeting, and concentrated targeting.

Magazines targeted to people who love in-line skating, people who enjoy cooking, or people who prefer living more simply use ________ segmentation variables.

The Wright Bros. Collection is a catalog retailer that sells clothing and collectibles to aviation enthusiasts. Its ________ might be men and women between the ages of 25 and 55 who are risk takers. They belong to organizations such as the American Legion, the VFW, and the National Rifle Association of America. They are either pilots themselves or have close ties to a pilot. They prefer camping to taking a luxury cruise. Annually, they spend $900 on items purchased from catalogs.

Because children have little influence over family purchases beyond toys and games, marketers tend to not focus on consumers under the age of 12.

Identifying and targeting market segments that may be as small as just one individual is known as ________.

Which of the following is the process of dividing a larger market into smaller pieces based on one or more meaningfully shared characteristics?

________ variables segment markets in terms of shared activities, interests, and opinions.

A retailer that wants to target prospective grooms within six months of their marriage is using ________ segmentation to define its target market.

Which of the following is a consumer group identified by the VALS™ system?