Exam 8: Identifying Market Segments and Targets

Local marketing reflects a growing trend called macromarketing.

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.

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.

Procter & Gamble has many soap brands.One reason for this is that soap users tend to group together in terms of preferences such as bleaching action,softness,stain removal,et cetera.Which of the following preferences pattern would most likely apply to P&G's method of response to market needs?

Although we can make distinctions between them,different generational cohorts also influence each other.Give an example of this.

Psychographic segmentation schemes are the same across cultures.

Marketers would rather attract one heavy user than several light users.

Consumer attitudes are an interesting way to segment a market.Research has shown that five attitude groups can be found in the market.What are those five attitude groups?

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

Jose and Erika have just divorced.Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?

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,the ________ category.

The key to attracting potential users,or even possibly nonusers,is ________.

The marketer ________ the segments;the marketer's task is to identify the segments and decide which one(s)to target.

Increasingly,companies are finding that their markets are ________ as middle-market Americans migrate toward more premium products.

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

Gary uses only Crest toothpaste.He grew up using Crest toothpaste and would not consider using any other brand.Colgate would probably describe Gary as a weakly unavailable consumer.

________ are often a small percentage of the market but account for a high percentage of total consumption.

With respect to occasion segmentation,Christmas,Valentine's Day,and ________ account for just over half of gifters' budgets.

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?

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.