Exam 9: Identifying Market Segments and Targets

The key to attracting potential users of a product or service, or even possibly nonusers, is ________.

Give an example of how a company might target products to children in an ethical way.

Life stage defines a person's age.

A marketer interested in segmenting a business market based on ________ intends to eventually segment the market based on power structure and nature of existing relationship.

The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies.

A hardware store is interested in reaching people who are characterized by the VALS system as being practical, down-to-earth, and self-sufficient, who like to work with their hands, or the ________ category.

Briefly describe the steps in the segmentation process.

Assume that you have decided to use a niche strategy to advance your marketing goals. Characterize an attractive niche.

Linda was buying all her groceries from Home Needs supermarket for the past 5 years. She recently came across The Convenience Store, another supermarket just a few miles away from her place and started buying her groceries from them. Linda can be best described as a(n) ________.

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

A segment is attractive when there are actual or potential substitutes for the product.

Which of the following statements about Gen Xers is true?

Coca-Cola's original marketing strategy that offered a single drink Coca-Cola Classic in a single sized bottle with the advertising theme "Coke is it," is an example of ________ marketing.

In the ________ step of the market segmentation process, the marketer determines which demographics, lifestyles, and usage behaviors make each needs-based segment distinct and identifiable.

Consumer attitudes are an interesting way to segment a market. What are the five different consumer attitudes about a product that can be found in the market?

The norms, language nuances, buying habits, and business practices of multicultural markets need to be factored into the initial formulation of a marketing strategy, rather than added as an afterthought.

Brands like Victoria's Secret underwear and Kettle gourmet potato chips, which carry a significant premium over middle-market brands, but are easy to trade-up to because they are relatively low-ticket items in affordable categories, are called Masstige brands.

If married and unmarried women respond similarly to a sale on perfume, these hypothetical segments fail the ________ criterion for useful market segments.

To meet the ________ criterion of useful market segments, it must be possible to formulate effective programs for attracting and serving the segments.

________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice.