Exam 5: Market Segmentation

World Explorer Cruises advertises that it sells "Cruises for your heart, mind, and soul. Even better, it comes in a pint-sized budget!" What segmentation is the cruise line using?

A meaningful segment is one that

A positioning map is

Consumers driven by a desire for social or physical activity, variety, and risk taking are motivated primarily by

Which of the following statements about psychographic segmentation is true?

A complete situational analysis when embarking on a new or modified marketing program aids a firm in all of the following ways, except

Pepsi-Cola and Coca Cola have come up with their own brands of bottled water and each claim that their brand is better than the other. The positioning strategy used here is

Consumers driven by knowledge and principles are motivated primarily by

Which of the following statements is true with regard to a positioning map?

Real world segmentation has followed one of two general patterns, an a priori segmentation approach and a _____ approach.

Post hoc segmentation is an approach in which people are grouped into segments on the basis of

Let's say you wanted to build a bowling alley in Canada. Market research shows you that western Canadians enjoy bowling and similar pastimes significantly more than those in eastern Canada. By locating your alley in the western province of Alberta, you would have used a _____ segmentation strategy.

A furniture manufacturer sells sofas in the broad price range of $500 to $10,000. The sofas can be customized to fit into small urban efficiency apartments or large suburban dwellings with huge family rooms. What kind of segmentation bases would the furniture manufacturer be most likely using?

Jan Karon sold more than 10 million copies of her novels about Mitford, a fictitious town in North Carolina. Karon's series of books focus on small town life as seen through the eyes of an Episcopal priest who is honest and lovable and who believes strongly in God and the promotion of godly virtues. Viking Press, publisher of the books, initially determined the market segmentation strategy to use for the Mitford books was to target people who expressed a desire for Christian-value-based entertainment and who shopped at Christian bookstores. It conducted marketing research to determine the sizes and other characteristics of these markets across the country. Viking Press used a(n) _____ segmentation approach.

The slogan used by Miele vacuum cleaners is "Anything else is a compromise." The manufacturer of Miele vacuum cleaners uses positioning

The group or market segment that a company selects to focus on is called the

A company is entering the deodorant market. Its marketing manager decides that that the market should be divided on the basis of whether people are nonusers, light users, or heavy users of deodorants. The company is using which form of segmentation?

A firm that segments its consumer buyer market on the basis of product awareness, and interest, and on their income is using which of the following segmentation bases?

_____ attempts to measure consumer value systems and consumer perceptions of various brands in product class.

According to VALS™, _____ are the type of consumers that have few resources, are more concerned with safety and security, and do not show a very strong primary motivation.