question

occasion segmentation.

answer

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day, Easter, and Christmas. This is an example of

question

consumers

answer

The perceptions of __________ are being measured in a perceptual map.

question

perceptual map

answer

A __________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

question

benefit

answer

The Lite beer commercial with the slogan, "less filling, tastes great," was based on __________ segmentation.

question

retailers

answer

Geodemographic segmentation can be particularly useful for __________, because customers typically patronize stores close to their neighborhood.

question

psychographic

answer

VALS is the most widely used __________ segmentation tool.

question

"It's a way to show the position of the company in ten years."

answer

"Why create a perceptual map?" asked David. Andreas, the senior marketing manager, gave him four reasons. Which of the following is NOT a valid reason?

question

evaluate the attractiveness of each segment.

answer

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to

question

what the target market would consider the most important features.

answer

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider

question

positioning

answer

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is __________ his business relative to his competition.

question

market segments

answer

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message. Alex has identified __________ that respond similarly to his marketing efforts.

question

loyalty

answer

When Ron complained to his bank about the unprofessional behavior of one teller, the branch manager added a code into his accounts alerting all tellers that Ron was a valued customer and to provide whatever service he requests. The branch management included Ron in its __________

question

Micromarketing

answer

__________ is an extreme form of a targeting strategy.

question

reachable

answer

College students can be a less __________ market segment because students' media habits are quite diverse.

question

it helps to obtain a bigger share of the market.

answer

Firms use a differentiated targeting strategy because

question

benefit

answer

Toothpastes sold in supermarkets and pharmacies promise various results, such as whiter teeth, protection against gum disease, tartar control, or fresh breath. Toothpaste marketers are using __________ segmentation.

question

demographic

answer

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of race fans were female. This is an example of __________ segmentation.

question

self-values, self-concept, and lifestyles.

answer

In order to develop psychographic segments, the marketer must understand consumers'

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responsive

answer

When Starbucks first opened, many critics suggested, "No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings.

question

the high cost of finding new customers.

answer

One of the reasons marketers use loyalty segmentation is

question

undifferentiated targeting strategy.

answer

For products like pencils and paper clips, which provide the same benefit for all consumers, marketers should probably use a(n)

question

usually quite profitable.

answer

Marketers often create a special marketing mix for loyalty segments because these segments are

question

lifestyle.

answer

Demographic segmentation is segmentation based on all of the following EXCEPT

question

The unique value that a product or service provides to its customers

answer

Which of the following defines a value proposition?

question

Positioning

answer

__________ involves defining the firm's marketing mix variables so that target customers have a clear, distinctive, and desirable understanding of the firm's offerings relative to competitors' offerings.

question

geodemographic

answer

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

question

reachable.

answer

With access to the Internet nearly universal in the United States, many potential market segments have become more

question

product attributes.

answer

We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based on

question

differentiated targeting

answer

Adidas Group owns Reebok, Rockport, and Greg Norman brands. Adidas uses the different brands to pursue a(n) __________ strategy.

question

geographic segmentation.

answer

Differences in weather and climate create opportunities for

question

lower overall risk

answer

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

question

demographic

answer

Television advertising has recently expanded to include "mini-ads," which are short ads lasting five to ten seconds. These ads are most useful in advertising to men, since men are more likely than women to channel surf during commercial breaks. This type of advertising will be more useful to marketers engaged in __________ segmentation.

question

concentrated

answer

When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using a(n) __________ targeting strategy.

question

Benefit segmentation.

answer

Social networking sites that compete directly with Facebook have a difficult time surviving; however, LinkedIn has survived by focusing on the needs of business professionals, who seek to network with colleagues, share their expertise, post online resumés, and look for new jobs. What segmentation method is LinkedIn using?

question

Demographic

answer

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

question

demographic

answer

Talbots, an upscale women's clothing store, targets college-educated women between 35 and 55 years old with average household income of $75,000 or more. This is a form of __________ segmentation.

question

profitability

answer

Regina wants to position her financial services company. Regina can position her services according to all of the following EXCEPT

question

Benefit

answer

__________ segmentation is the segmentation method most directly related to value creation for consumers.

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