Exam 9: Identifying Market Segments and Targets

________ are the most fashion-conscious of all racial and ethnic groups and are more likely to be influenced by their children when selecting a product for purchase, and less likely to be influenced by unfamiliar brands.

Situational factor segmentation variables in the business marketplace include urgency, specific application, and size of order.

With respect to loyalty status, if a consumer is loyal to two or three brands, he or she is called shifting loyal.

Which of the following statements about market segmentation is true?

In the ________ step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access.

Briefly describe single-segment concentration with an example.

Heavy users of a particular product are often a small percentage of the market but account for a high percentage of total consumption.

List the three premises on which Anderson's long tail theory is based and the two aspects of Internet shopping that support these premises.

According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program.

Members of the same generational cohort share the same major cultural, political, and economic experiences and have similar outlooks and values.

Robert is the owner of an automobile manufacturing company. He calls for a board meeting and tells his directors that he wants to build a car that lets the users experience power and exhilaration. He tells them that the car must allow his users to soar from 0-60 mph in about 4 seconds. He also adds in that the price of the car must be affordable enough for anybody making a good salary. In accordance with the given scenario, Robert is trying to segment the market on the basis of ________.

Baby boomers are consumers who have been "wired" almost from birth - playing computer games, navigating the Web, downloading music, connecting with friends via instant messaging and mobile phones.

Urgency, specific application, and size of order are examples of ________ segmentation variables for business markets.

A flexible market offering consists of two parts. Identify and describe these two parts.

If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important?

As part of an antismoking crusade, the American Legacy Foundation hires teens as the "Truth Squad" to hand out T-shirts, bandanas, and dog tags at teen-targeted events. The American Legacy Foundation is using ________ to reach Generation Y.

Income always predicts the best customers for a given product.

When consumers use Tide TOTALCARE laundry detergent, which is used by consumers who want to obtain dry-cleaning type results at home, it is an example of ________, or switching spending from one category to another while preserving a desired experience.

If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can be described as being among the ________.

________ are products such as Kiehl's skin care and Kendall-Jackson wines that are priced between average middle-market and superpremium Old Luxury brands and are also based on emotions.