Exam 9: Identifying Market Segments and Targets

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

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.

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.

Josh separated people who wanted a high quality lawn mower from people who wanted a low priced lawn mower, then saw if different characteristics were associated with each consumer-response segment. Josh was defining segments using ________ considerations.

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.

During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem?

Door-to-door workers in a political campaign use attitude to determine how much time to spend with each voter.

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.

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.

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?

Unlike the more optimistic, team-oriented Gen Xers, Gen Yers are more pragmatic and individualistic.

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

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

According to the VALS segmentation framework, consumers primarily motivated by ideals are guided by ________.

According to PRIZM, the ________ cluster is characterized as the nation's tech-savvy singles and couples, living in areas typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants, and all types of bars - from juice to coffee to microbrew.

When the Modern Museum of Art separated its consumers by whether they were culture-oriented or outdoor-oriented for its new exhibit on art that used natural materials, they were using ________ segmentation.

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) ________.

Members of Generation Y are generally open to overt branding practices and a "hard sell," making product placements in computer and video games a popular way to reach this cohort.

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 ________.

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.