Exam 9: Identifying Market Segments and Targets

A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would the marketer most likely use to assist with the task?

A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.

A marketer is interested in segmenting a business market based on urgency of delivery and the size of the order. Which of the following major segmentation variables would the marketer most likely use to assist with the task?

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

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

Hard-core loyals can show the firm which brands are most competitive with its own.

If your assignment was to create a value proposition and product-price positioning strategy for each segment, based on the segment's unique customer needs and characteristics, you would be in which of the following steps of the segmentation process?

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.

As part of an antismoking crusade, the American Legacy Foundation hires teens as the "Truth Squad" to hand out T-shirts, bandanas, and dog tags at teen-targeted events. The American Legacy Foundation is using ________ to reach Generation Y.

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.

Marketers usually identify niches by ________.

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

Urgency, specific application, and size of order are examples of ________ segmentation variables for business markets.

According to the VALS segmentation system, ________ are considered to be trendy and fun-loving people who are resource-constrained. They favor stylish products that emulate the purchases of those with greater material wealth.

In the ________ step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access.

Which of the following statements accurately describes what demographers are calling the "boom-boom effect"?

The characteristic of useful market segments that relates to whether the segments can be effectively reached and served is whether the segment is ________.

A new trend in marketing is toward customerization. Describe what customerization is and how marketers are using it.

Dennis requests his father to buy him a PlayStation^® for his birthday. With respect to consumer decision roles, which role is Dennis currently playing?

According to the VALS segmentation system, ________ are considered to be elderly, passive people who are concerned about change and are loyal to their favorite brands.