Exam 9: Identifying Market Segments and Targets

Which of the following statements is true about the five forces identified by Michael Porter that determine the intrinsic long-run attractiveness of a market or market segment?

In ________ marketing, the firm ignores segment differences and goes after the whole market with one offer.

Which of the following statements about Gen Yers is true?

Which of the following is NOT an example of a descriptive characteristic used to define segments?

Mothers-to-be are potential users who will turn into heavy users of infant products and services. By targeting mothers-to-be as future heavy users, producers of these products and services are segmenting consumers on the basis of ________.

Psychographics is the science of using psychology and demographics to better understand consumers.

In evaluating different market segments, the firm must look at two factors: the segment's overall attractiveness and the ________.

A new trend in marketing is toward customerization. Describe what customerization is and how marketers are using it.

If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market.

A marketer is interested in segmenting a business market based on urgency of delivery and the size of the order. Which of the following major segmentation variables would the marketer most likely use to assist with the task?

Companies following a market specialization strategy offer one product to as many markets as possible.

According to the VALS segmentation system, ________ are conservative, conventional, and traditional people with concrete beliefs. They prefer familiar, US-made products and are loyal to established brands.

List the five forces identified by Michael Porter that determine the intrinsic long-run attractiveness of a market or market segment.

What are some examples of situational factors that can be used to segment business markets?

Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

If a marketing manager segments the market into culture-, sports-, or outdoor-oriented groups, he or she is segmenting the market on the basis of ________.

The process of selecting one or more market segments to enter is called market ________.

Characterize psychographic segmentation.

A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would the marketer most likely use to assist with the task?

Which of the following best represents the chief advantage of pursuing a selective specialization multisegment strategy?