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

One reason demographic variables are the most popular bases for segmenting customer groups is because they ________.

Even if a segment has the right size and growth and is structurally attractive, a company must consider its own objectives and resources before targeting that segment.

Pediacertain Pet Supplies, a pet-food company, divides the pet market according to the pet owners' gender, occupation, income, and family life cycle. In this case, which of the following variables has the company used for market segmentation?

Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation.

When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________.

Explain the concept of positioning for competitive advantage.

Compared with undifferentiated marketing, differentiated marketing is more likely to lead to ________.

Harry's caters to the clothing needs of men, manufacturing two different lines of fashion based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged men, and the other line targets younger, up-and-coming professionals. Harry's most likely segments the consumer market based on ________ variables.

Gold Class Electricals, a consumer-electronics firm, targets market segments based on factors such as country, age, social class, usage rate, and benefits sought. The company divides its markets based on ________.

Which of the following is true about local marketing?

Brand differences are worth promoting if they satisfy certain criteria. What are these criteria?

A brand difference is said to be preemptive if ________.

Bass Pro Shops recognizes that outdoors enthusiasts are a diverse group. Likely segments include hunters, campers, and boaters. What is this segmentation method called?

Marketers typically limit their market segmentation analysis to a single variable in order to simplify the process.

Which of the following is an approach where firms target a whole market based on common consumer needs?

Explain with examples how marketers segment markets based on occasions, benefits sought, and user status.

Which of the following includes the target segment of a product, the category to which the product belongs, and the product's point of difference from other members in the category?

A market segment is less attractive when ________.

Cian, an automobile manufacturer, offers a new car model with features comparable to that of another popular brand. However, the Cian model is priced lower than its competitor and includes a longer warranty. Cian is most likely following a more-for-the-same strategy.

Although not recommended, some marketers decide to ignore market segmentation and target the whole market with one offer. This is known as ________ marketing.