Exam 7: Segmentation, Targeting, and Positioning

The answer to the customer's question, "Why should I buy your brand?" is found in the ________. quality image customer services value proposition differentiation pricing and promotion structure

Which of the following is a drawback of local marketing? It can drive up manufacturing agents. It can drive up marketing costs by reducing economies of scale. It can create logistics opportunities. A brand's overall image will be enhanced through added variation. Supporting technologies are not cost-effective.

Research about and planning for loyalty status as a segmentation approach is generally not useful or practical for most firms.

Ford Motor Company emphasizes "Quality first-Ford tough" in its truck products.The company has developed a differentiation strategy based on ________. people image channels services positioning

Bombay Gifts divides its markets into units of nations, regions, and cities.Bombay uses geographic segmentation.

At a recent marketing seminar, the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.This is a correct definition.

"Less-for-much-less" positioning involves meeting consumers' ________. quality performance requirements at a lower price lower quality requirements in exchange for a lower price lower quality requirements at the lowest possible price high quality requirements at a discounted rate high quality requirements at the lowest possible price

Wealth TV is a channel that segments its market based on the income levels of television viewers.This firm segments on what basis? geographic segmentation demographic segmentation psychographic segmentation behavioural segmentation situational factors

Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines.

In evaluating different market segments, a firm must look at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources.

Most marketing targeted at children, minorities, or other special segments provides benefits to targeted consumers.

When it first opened for business, Home Depot claimed to offer better products at lower prices.This hard-to-sustain value proposition is called ________. more-for-the same more-for-less same-for-less more-for-more same-for-more

Because Cruise Ships International currently has limited financial and personnel resources, it should avoid concentrated or niche marketing until resources are again substantial.

When Kia offers a new model of car with the same features as a comparable Toyota or Ford and provides a longer warranty, Kia is following a more-for-less strategy.

Explain the four major steps in designing a customer-driven marketing strategy.

Which of the following is the narrowest strategy? segmented strategy local marketing differentiated marketing mass marketing undifferentiated marketing

Explain how market variability impacts the choice of a target-marketing strategy.

Which of the following best describes differentiation? dividing the market into smaller, meaningful groups of customers a promise to a group of customers evaluating and identifying a meaningful group of customers to serve creating a unique offering to provide customer value identifying a clear and distinct place in the customer's brain that the brand or company should occupy

Why do international markets need to be segmented?

What factors may impact segment attractiveness?