Exam 9: Identifying Market Segments and Targets

All attempts to target marketing to children, minorities, or other special segments are discriminatory and unethical.

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

Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler.

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

An undifferentiated marketing approach to full market coverage designs a marketing program for a product with a superior image that can be sold to the broadest number of buyers.

Mothers-to-be are potential users who will turn into heavy users of infant products and services. By targeting mothers-to-be as future heavy users, producers of these products and services are segmenting consumers 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.

Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content. Pete's loyalty status is best described as ________.

There are several major segmentation variables that might be used by a marketer to address a consumer market. If the marketer were to use the social class, psychographic lifestyle, and readiness stage to segment its market, identify possible segmentation subcategories under each of the three.

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

Customer cloning is the practice of identifying the key characteristics of a market segment and then identifying multiple geographic areas where the majority of the population possesses those characteristics.

In ________ marketing, the firm operates in several market segments and designs different products for each segment.

According to the VALS segmentation system, ________ are conservative, conventional, and traditional people with concrete beliefs. They prefer familiar, US-made products and are loyal to established brands.

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

Newlyweds in the United States buy more in the first six months than an established household does in five years. Newlyweds are an example of a(n) ________ segment.

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

Identify and describe the three main types of New Luxury products.

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

Purchasing approaches segmentation variables in the business marketplace include technology, user and nonuser status, and general purchasing policies.

The most attractive segment is one in which entry barriers are low and exit barriers are high.