Exam 9: Identifying Market Segments and Targets

Beltway Boomers are the nation's tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe.

Increasingly, companies are finding that their markets are "hourglass shaped." What does this mean for consumers and for marketers?

The VALS segmentation system has evolved into an eight-part typology. List the categories of the eight-part typology.

A local service company has decided to segment its market based on occupation; therefore, it has chosen a form of demographic segmentation for its approach.

Professor Albert advises his students to purchase the book Microbiology by Pelczar, to acquaint themselves with the fundamentals of microbiology. What role does he play in the buying decision of his students?

According to the VALS segmentation system, ________ are successful, sophisticated, active, "take-charge" people with high self-esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services.

Identify ways in which shopping behaviors differ between men and women.

PRIZM was developed by Claritas Inc. What was the purpose of PRIZM?

In the VALS segmentation system, Thinkers are characterized as being successful, sophisticated, active, "take-charge" people with high self-esteem.

The sale of turkeys in the United States is highest in mid- to late November, as people buy turkeys to serve at Thanksgiving. Grocery stores that specifically advertise turkeys at this time of year are segmenting on the basis of ________.

To be useful, market segments must rate favorably on five key criteria. What are those criteria?

A company is customerized when it is able to respond to individual customers by customizing its products, services, and messages on a one-to-one basis.

The ultimate level of segmentation leads to "segments of one," "customized marketing," or "one-to-one marketing."

Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be examples of what is called ________.

Rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who receive exclusive news, previews, and opportunities to win prizes. The Foo Fighters are using ________ to reach Generation Y.

List the four groups of consumers based on loyalty status.

General Motors, a leading American multinational automaker, sells cars for every purpose, budget, and personality. This is an example of ________ marketing.

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?

If an organization's marketing department wants to create "segment storyboards" to test the attractiveness of each segment's positioning strategy, it would most likely occur in the ________ step of the segmentation process.

Establishing and communicating the distinctive benefit(s) of the company's market offering for each target segment is called ________.