Exam 5: Market Segmentation

For a segment to be measurable, the firm must be able to measure its

Market segmentation, when analyzed as a six-stage process, includes all of the following stages, except the

All of the following observations are true of a firm selecting its segmentation strategy except the firm may decide

Successful marketing strategies depend on discovering and satisfying

An ad for First Union Bank describes the bank as not only providing all banking services a consumer could ever want, but also offering brokerage house services. Instead of just competing against banks, First Union increased its versatility by using positioning

A handbag manufacturer has segmented its market according to how women use them. For instance, some women want large handbags so they can carry everything they could possibly need. Other women want small, attractive handbags as accessories for their outfits. Some women want handbags with lots of pockets to help them better organize. The purse manufacturer uses which segmentation base?

The primary reason for studying _____ is to provide bases for effective segmentation, and a large portion of marketing research is concerned with segmentation.

Identify the system that classifies every U.S. neighborhood into one of 15 groups. Each group is further divided into 3 to 6 segments, with a total of 66 distinct segments in the system. Each group and segment is based on zip codes.

All of the following are stated measurability questions that a marketing manager must ask before selecting target markets except

At a strategic level, consumer needs and wants are usually translated into

When embarking on a new or modified marketing program, a company should conduct

The belief underlying the _____ approach is that the benefits that people are seeking in consuming a given product are the basic reasons for the existence of true market segments.

What often brings about an investigation of consumer needs and wants for new or modified products and services?

While churches are still marketed as places for traditional religious training, some churches are reaching to other segments of the population by offering music-based services, youth-led services, and televised services. Churches are using positioning

Much of the data gathered by the media research company Arbitron, has determined that one radio station has a strong listener base composed of males between the ages of 18 and 25, while another has its strongest appeal to females between the ages of 25 and 40. The company is using which of the following segmentation bases?

MicroBionics manufactures digital hearing aids, which unlike analog hearing aids, can be programmed to mask out external noise. The company has determined that its competitive advantage lies in its product, while its weakness is the associated manufacturing costs. Target market opportunities exist within the maturing baby boomer segment. One challenge lies in the existence of a competing, well-established brand called BelTone. In terms of the market segmentation process, MicroBionics has completed which step?

A company interviews people concerning their attitudes regarding vacations. These people are then grouped according to their responses. The size of each of these groups and their demographic and psychographic profiles are then determined. Which form of segmentation is the company using?

What does the term "horizontal dimension" in VALS refer to?

The basis of _____ segmentation is that consumers in particular neighborhoods are similar in many respects

All of the following are important questions to be considered during the stage of "dividing markets on relevant dimensions" except