Exam 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers

Market segments that can be effectively reached and served are said to be ________.

Demographic factors are the most popular bases for segmenting customer groups.

New communications technologies like satellite TV and social media are likely to eliminate the need for markets to be geographically segmented as clusters of countries.

A segment is more attractive if it is easy for new competitors to enter the market.

Describe how marketers use multiple-segmenting bases to their advantage.

Compare and contrast the four major strategies that are generally used to target market segments.

Producers of popular beverages often partner with global music channels to target consumers through a variety of promotional events and advertisements. This approach to marketing is referred to as ________ segmentation.

A company or brand image should convey a product's distinctive benefits and positioning.

When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation.

Which of the following strategies is most likely to be followed by firms that position themselves as caterers of the best products at economical prices?

Describe a few ways in which a marketer can engage in socially responsible target marketing.

Briefly describe the characteristics of effective market segments.

Cupcake Gourmet, a high-end bakery in Manhattan, segments its customers according to those who frequent their store regularly, those who visit infrequently, and those who have never visited. This is an example of usage-rate segmentation.

P&G was among the first to use ________ segmentation when it introduced Secret, a deodorant brand specially formulated for women's chemistry.

Bakeries and coffee bistros that offer pumpkin-flavored items only during the autumn season target their consumers primarily through ________ segmentation.

Gulf Coast, a wholesale shrimp distributor, groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Gulf Coast tailors a different set of advertisements and promotions. The supplier is segmenting its market according to ________.

________ marketing tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores.

Not all companies that use income segmentation target the affluent.

Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy?

Smaller companies may lack the skills and resources needed to serve larger segments.