Exam 8: Identifying Market Segments and Targets

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.

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.

In a growing trend called grassroots marketing,such activities concentrate on getting as close and personally relevant to individual customers as possible.

Life stage defines a person's age.

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?

Establishing and communicating the distinctive benefit(s)of the company's market offering,for each target segment is called ________.

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

A segment is attractive when there are actual or potential substitutes for the product.

Illustrations of personality segmentation would include culture-oriented,sports-centered,or outdoor-oriented subsegments.

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

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?

Because Gen X members are often turned off by overt branding practices and "hard sell," marketers use different approaches to reach and persuade them.

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

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

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 ________.

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

Joe and Emily have just divorced.Which of the following demographic segmentation sub-segment formats might be used by marketers to reach Joe and Emily?

According to the VALS segmentation system,________ are successful and are work-oriented.They like established and prestige brands that demonstrate their success to their peers.

Regardless of the type of segmentation scheme is employed,the key is adjusting the marketing program to recognize ________.

Situational factor segmentation variables in the business marketplace include urgency,specific application,and size of order.