Exam 8: Identifying Market Segments and Targets

The sale of turkeys in Singapore is highest in December,as people buy turkeys to serve at Christmas.Supermarkets who specifically advertise turkeys at this time of year are segmenting on the basis of ________.

Marketers often advertise to a cohort group by using the icons and images prominent in their experiences.

The main dimensions of the VALS segmentation framework are consumer motivation and consumer resources.

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

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

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

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.

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

The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is that ________.

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.

A marketer is interested in segmenting a business market on ________ if the marketer intends to eventually segment the market based on loyalty and attitudes toward risk.

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

Customization is not for every company.It may be very difficult to implement for complex products such as automobiles.

With ________ as a target market strategy,the firm concentrates on serving many needs of a particular customer group.

Which of the following statements is true about the five forces identified by Michael Porter that determine the intrinsic long-run attractiveness of a market or market segment?

With respect to loyalty status,if a consumer is loyal to two or three brands,he or she is called shifting loyal.

Cosmetics firm Estée Lauder markets brands that appeal to women (and men)of different tastes: The flagship brand,the original Estée Lauder,appeals to older consumers;Clinique caters to middle-aged women;M.A.C.to youthful hipsters;Aveda to aromatherapy enthusiasts;and Origins to eco-conscious consumers who want cosmetics made from natural ingredients.This is an example of ________ marketing.

List the four groups of consumers based on loyalty status.

China's Gen Y are significantly more entrepreneurial and _______ than their parents,and with market reform,can more easily become entrepreneurs.

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