Exam 7: Segmentation, Targeting, and Positioning

The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is ________ segmentation. behavioural psychographic age and life cycle demographic geographic

Which group determines a product's position relative to competing products? manufacturers wholesalers retailers consumers suppliers

It is considered socially irresponsible when the marketing of adult products spills over into the ________ segment. elderly child animal minority senior

Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets.What is it? demographic lifestyle psychographic behavioural geographic

ByWay Ventures chose a differentiated marketing strategy.The company had to weigh ________ against ________ when selecting this strategy. extra research; costs sales analysis; sales increased sales; increased costs geographic segmentation; demographic segmentation attitudes; perceptions

Demographic segmentation uses different marketing approaches for different time periods of people's lives and different family situations.

Today, the low cost of setting up shop ________ makes it even more profitable to serve very small niches. in malls in major cities in mail-order catalogs on the Internet near major competitors far from competitors

Which of the listed choices is a very important positioning task? identifying a set of possible competitive advantages upon which to build a position surveying frequent uses of the product selecting a specific positioning statement effectively selling the cheapest position to the market selecting the right competition

To evaluate the different market segments your company is serving, you would look at which of the following factors? consumer size product growth segment structural attractiveness company culture company competitors

A product's position is based on important attributes as perceived by ________. suppliers competitors market conditions consumers managers

When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one.This approach is called ________ marketing. undifferentiated differentiated individual mass niche

When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________. accessible measurable reachable actionable differentiable

Your firm's research reveals that consumers have different tastes in different cities.As a result, management has decided to localize its products and services to meet local market demands.This is an example of ________ segmentation. geographic benefit end-use customer image

Consumers position products in their minds in order to simplify the buying process.

When might be the best time for a marketer to use geographic segmentation?

Why might a marketer of laundry detergent be interested in viewing a perceptual positioning map?

"Because the Internet has no borders, it is useless for firms offering goods and services over the Internet to use geographical segmentation." Discuss this statement.

If Kool-Aid promotes a year-round campaign that "Kool-Aid isn't just a summertime drink," what type of segmentation is being used?

Positioning is most helpful when a brand's position is assessed relative to a competitor's positioning.

Niche marketing offers smaller companies the opportunity to compete by focusing their limited resources on serving niches that may be ________ or ________ larger companies. unimportant to; desired by unimportant to; overlooked by too large; undesirable to unknown by; desired by disappointed by; geographically far from