Exam 8: Identifying Market Segments and Targets

Rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who receive exclusive news,previews,and opportunities to win prizes.The Foo Fighters are using ________ to reach Generation Y.

Not all attempts to target children,minorities,or other special segments draw criticism.Which of the following is the best illustration of a company (or industry)that seems to be marketing to a target segment in a correct and ethical way?

The VALS segmentation system has evolved into an eight-part typology.List and briefly describe any four categories of that eight-part typology.

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

Men and women tend to have different attitudinal and behavioral orientations,based partly on genetic makeup and partly on ________.

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

A snack chip manufacturer is concerned about consumers leaving its brand and going to competitive alternatives.Which of the following groups (based on strength of commitment)would be most likely to leave the company's offering and go somewhere else for snack products?

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

An undifferentiated marketing approach to full market coverage designs a product and a marketing program that will endow the product with a superior image and appeal to the broadest number of buyers.

Describe the brand funnel and how marketers use it to focus their marketing efforts.

A marketer interested in segmenting a business market based on ________ intends to eventually segment the market based on power structure and purchasing criteria.

________ are products such as Kiehl's skin care and Kendall-Jackson wines that are priced between average middle-market and superpremium Old Luxury brands.

If a marketer is blocked from entering a market,the strategy of megamarketing can be used to assist in breaking into that market.

The recipe for Internet niching success is to ________.

A behavioral segmentation method related to the Conversion Model is the Gravity of Decision Spectrum.On the shallow end of the spectrum,consumers seek products and services they think will ________.

Explain the concept of the Long Tail and how consumers' embrace of the Internet as a shopping medium has changed consumer buying patterns.

All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment's needs,a strong market presence,operating economies through specializing in production,distribution,and promotion.

According to the VALS segmentation system,the Strivers are at bottom of the typology with the lowest resources and lowest with respect to innovation.

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

The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies.