Exam 7: Segmentation,target Marketing,and Positioning

Hispanic Americans are the fastest-growing minority group in the United States.

To market Suave shampoo,Unilever used PRIZM to identify neighborhoods with high concentrations of young working women.These women responded best to advertisements conveying the message that Suave is inexpensive,yet will make their hair "look like they spend a fortune on it." What segmentation tool did Unilever use in this example?

Mass marketers such as Walmart often ignore market segment differences and target the whole market with one offer.What is this approach to targeting?

Harley-Davidson's user profile includes both thrill-seeking and affinity for a countercultural image.In addition to demographics,Harley-Davidson uses ________ segmentation to target markets.

Members of which generation were born in the years immediately following the end of World War II?

The Asian American segment of the population ________.

Tropicana Essentials Healthy Heart targets consumers who like orange juice and who also want extra vitamins but no sodium.Explain how Tropicana uses behavioral segmentation in this example.

What is market fragmentation? Why is market fragmentation of concern to marketers?

The members of Generation Y were born between 1965 and 1976.

Hispanic Americans tend to be brand loyal,especially to products made in their country of origin.

Using a concentrated targeting strategy,the marketer goes after a ________ but ________ consumer segment.

Which of the following is NOT part of a target marketing strategy?

What are the steps,in order,of the target marketing process?

When the size and purchasing power of a target segment can be determined,the segment is ________.

Loyalty programs such as Marriott Rewards and American Airlines Advantage are examples of segmentation by ________.

The number of Americans aged 65 or older has decreased since 2000.

How do marketers use the assumption that "birds of a feather flock together"?

People who are regular visitors to SyFy.com (a website maintained by a science fiction cable network)and those who are regular visitors to BHG.com (a website maintained by the producers of BHG-TV and the publishers of a women's magazine)belong to different ________ segments.

The Wright Bros.Collection is a catalog retailer that sells clothing and collectibles to aviation enthusiasts.Its ________ might be men and women between the ages of 25 and 55 who are risk takers.They belong to organizations such as the American Legion,the VFW,and the National Rifle Association of America.They are either pilots themselves or have close ties to a pilot.They prefer camping to taking a luxury cruise.Annually,they spend $900 on items purchased from nonstore retailers.

Some people want healthy cereal that will help them lose weight or possibly prevent certain kinds of cancer.Some want presweetened cereal.Some want fruits and nuts in their cereal.Some people want whole wheat cereal while others want rice cereal.There are some who like hot cereal and others who like to eat their cereal right out of the box.The diversity of consumers for cereal is an example of ________.