Exam 8: Identifying Market Segments and Targets

When a symphony orchestra targets people who have broad cultural interests,rather than only those who regularly attend concerts,the orchestra is targeting ________.

Market segments can be defined in many different ways.One way to carve up a market is to identify preference segments.List and briefly characterize three preference segments cited in the text.

Johnson & Johnson broadened its target market for its baby shampoo to include adults through ________.

In order to maintain acceptable levels of sales and profits,marketers target only middle- and high-income groups of consumers.

Each person involved in a buying decision plays only one of five roles: Initiator,Influencer,Decider,Buyer,or User.

If an organization's marketing department wished to create "segment storyboards" to test the attractiveness of each segment's positioning strategy,this action would most likely occur in the ________ step of the segmentation process.

A company is customerized when it is able to respond to individual customers by customizing its products,services,and messages on a one-to-one basis.

Thanks to the trading-up trend,New Luxury goods sell at higher volumes than traditional luxury goods.Identify and describe the three main types of New Luxury products.

When segmenting on the basis of family life cycle,all of the following are segment categories EXCEPT ________.

If a market is segmented according to light,medium,and heavy product users,the marketer segmenting this market is using the ________ as the means to segment.

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

If a marketing manager segments the market into culture-oriented,sports-oriented,or outdoor-oriented groups,he or she is segmenting on the basis of ________.

Consumers that consistently buy the same brand are always brand-loyal consumers.

Which of the following statements accurately describes what demographers are calling the "boom-boom effect"?

The sale of turkeys in the United States is highest in mid- to late November,as people buy turkeys to serve at Thanksgiving.Grocery stores who specifically advertise turkeys at this time of year are segmenting on the basis of ________.

Which of the following best represents the chief advantage of pursuing a selective specialization multisegment strategy?

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

If your assignment was (for each segment)to create a value proposition and product-price positioning strategy based on the segment's unique customer needs and characteristics,you would be in which of the following steps of the segmentation process?

Markets are almost always homogeneous.

In ________ marketing,the seller engages in the mass production,mass distribution,and mass promotion of one product for all buyers.