Exam 8: Identifying Market Segments and Targets

An undifferentiated marketing approach to full market coverage designs a marketing program for a product with a superior image that can be sold to the broadest number of buyers.

If a marketing manager segments the market into culture-oriented, sports-oriented, or outdoor-oriented groups, he or she is segmenting on the basis of ________.

Which of the following statements about Gen Yers is true?

Newlyweds in the United States buy more in the first six months than an established household does in five years. Newlyweds are an example of a(n)________ segment.

According to the VALS segmentation system, ________ are conservative, conventional, and traditional People with concrete beliefs. They prefer familiar, U.S.-made products and are loyal to established brands.

The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is that ________.

List the three premises on which Anderson's long tail theory is based and the two aspects of internet shopping that supports these premises.

People in the same demographic group generally exhibit similar psychographic profiles.

In the VALS segmentation system, thinkers are characterized as being successful, sophisticated, active, "take-charge" people with high self-esteem.

In evaluating different market segments, the firm must look at two factors: the segment's overall attractiveness and ________.

With respect to market offerings, if a marketer emphasizes a naked solution, he or she is emphasizing the product and service elements that all segment members value.

A segment is unattractive if the company's suppliers are able to raise prices or reduce quantity supplied.

Characterize psychographic segmentation.

What is customer cloning and how is it used?

In segmenting its markets, an aluminum company first looked at which end-use market to serve: automobile, residential, or beverage containers. This is an example of ________.

________ are products such as Kiehl's skin care and Kendall-Jackson wines that are priced between average middle-market and superpremium old luxury brands and are also based on emotions.

Door-to-door workers in a political campaign use attitude to determine how much time to spend with each voter.

Baby boomers are also less likely to associate retirement with "the beginning of the end" and see it instead as a new chapter in their lives with new activities, interests, careers, or even relationships.

A marketer is interested in segmenting a business market on ________ if the marketer intends to segment the market based on industries and geographical areas to serve.

The key to attracting potential users, or even possibly nonusers, is ________.