Exam 7: Segmentation, Targeting, and Positioning

In what ways might a marketer be able to gain competitive advantage through channel differentiation?

By studying its less loyal buyers, a company can detect which brands are most ________ with its own. competitive used often overlooked similar complementary

Most attempts to target children and minority groups provide ________ to target customers. benefits education disadvantages harm expenses

Consumers can show their allegiance to brands, stores, or companies.Marketers can use this information to segment consumers by ________. user status loyalty status store type brand preference usage rate

Today, most companies have moved away from mass marketing and are being choosier about the customers with whom they wish to build relationships.

There are many exceptions to the geographic segmentation assumption that consumers in nations close to one another will have many common behaviours and traits.

Why do marketers segment the market?

When competitors use differentiated or concentrated marketing, ________ marketing can be disastrous. differentiated undifferentiated concentrated customized localized

Which of the following statements illustrates why stereotypes should be avoided when using age and life cycle segmentation? Old women love to shop; young women love it more! Most 10-year-old boys are mischievous. Some 70 year olds require wheelchairs; others play tennis. The majority of 20 year olds have to work; the same holds true for 30 and 40 year olds. both C and D

What assumption about consumers is made by a marketer using intermarket segmentation?

As in consumer segmentation, many marketers believe that ________ and ________ segmentation provide the best basis for segmenting business markets. geographic; demographic user status; user loyalty benefits; buying behaviour age and life-cycle; psychographic income; usage rate

Target marketing sometimes generates controversy and concern.Issues usually involve the targeting of ________ consumers with ________ products. elderly; expensive young; appealing vulnerable; marketing vulnerable or disadvantaged; controversial or potentially harmful mass market; deceptive

What competitive positioning strategy can attack a more-for-more strategy by introducing a brand offering with comparable quality at a lower price? more-for-the-same more-for-less same-for-less less-for-much-less all-or-nothing

When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is most likely primarily using which type of segmentation? age and life cycle gender behaviour psychographic geographic

The 55-year-old baby boomers share common needs in music and performers.When a music company decides to serve this group, the group is called a(n) ________. market segment target market well-defined market differentiated market undifferentiated market

Procter & Gamble sells six brands of laundry detergent in North America, each designed for one of six laundry type segments Procter & Gamble has identified.Together, these six brands take four times the market share of Procter & Gamble's nearest competitor.Which of the following is a disadvantage of Procter & Gamble's differentiated marketing strategy? lost sales that would have been made with an undifferentiated marketing strategy across all segments lost customer loyalty due to lack of brand loyalty increased costs for separate marketing plans for each brand other suppliers controlling pricing lack of resources to succeed in an attractive segment

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product.This method of segmentation is called ________. user status usage rate benefit behaviour loyalty status

Which type of statement first states the product's membership in a category and then shows its point-of-difference from other members of the category? mission statement vision statement differentiation statement positioning statement statement of intent

Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more ________ with products and services that match their unique needs. efficiently effectively intensely indirectly both A and B

The majority of North America-based companies have developed the resources and the will to operate in multiple foreign countries.