Exam 8: Identifying Market Segments and Targets

If a consumer group is designated based on their "balance of disposition," the ________ group can be described as one that is made up of nonusers who are as attracted to a competing brand as they are to their current brands.

Anderson and Narus have urged marketers to present flexible market offerings to all members of a segment.A flexible market offering consists of two parts.Which part contains the product and service elements that all segment members value?

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

Henry Ford epitomized the market segmentation strategy when he offered the Model-T Ford in only one color.

In evaluating different market segments,the firm must look at two factors: the segment's overall attractiveness and ________.

Local marketing reflects a growing trend called grassroots marketing.Characterize grassroots marketing.

In ________ marketing,the firm operates in several market segments and designs different products for each segment.

Research shows that men and women shop differently.Men often like to read product information;women may relate to a product on a more personal level.

A niche is characterized as being all of the following EXCEPT that ________.

To be useful,market segments must rate favorably on five key criteria.What are those criteria?

Average U.S.household income has risen in the past 30 years,with growth highest for the top 20% of households.

By analyzing the behaviors of ________,companies can learn about their marketing weaknesses and attempt to correct them.

Marketing to Generation Y is a challenge because of their size and characteristics.Because they are often turned off by overt branding practices and a "hard sell," marketers have tried many different approaches to reach and persuade Gen Y.List and briefly discuss four of those methods for reaching this group.

A ________ consists of a group of customers who share a similar set of needs and wants.

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.

Most companies today are turning to micromarketing at one of four levels.What are those levels?

________ is the strategic coordination of economic,psychological,political,and public relations skills,to gain the cooperation of a number of parties in order to enter or operate in a given market.

The ultimate level of segmentation leads to "segments of one," "customized marketing," or "one-to-one marketing."

To be useful,market segments must be measurable.

A starting point for discussing segmentation is mass marketing.Explain this concept.