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.

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.

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

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

What is customer cloning and how is it used?

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

Local marketing reflects a growing trend called macromarketing.

A marketer is interested in segmenting a business market on ________ if the marketer intends to segment the market based on industries and geographical areas to serve.

Explain the concept of mass marketing.

________ are products such as the Mercedes Benz C-class and the American Express Blue card, that extend historically high-priced brands down-market while retaining their cachet.

Which of the following statements about market segmentation is true?

If a marketing researcher uses such names or categories as Blue Blood Estates, Winner's Circle, Hometown Retired, or Shotguns and Pickups, when doing segmentation research, the marketing researcher is using ________ clusters.

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

Anderson and Mervin have urged marketers to present flexible market offerings to all members of a segment. A flexible market offering consists of two parts. Which part contains the product and service elements that all segment members value?

The ________ segment of the US premium wine market skews male, has an average age of 35, and uses wine as a badge to say who they are, so they are willing to pay more to make sure they're getting the right bottle.

Mature and reflective people who seek durability, functionality, and value in products are most likely to be categorized as ________ in the VALS system.

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 ________.

Kim is a young professional who enjoys snowboarding and going to rock concerts with her friends. According to the VALS eight-part typology segmentation system, Kim is best described as a(n) ________.

Briefly describe single-segment concentration with an example.

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