Exam 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

The division of buyers into groups based on their knowledge,attitudes,uses,or responses to a product is ________ segmentation.

Which difficult to sustain positioning strategy attempts to deliver the "best of both"?

Superior Auto Sales,a chain of high-end used car dealerships,wants to sum up its company positioning and brand positioning in a formal way.Superior's management would use a ________.

Target marketing sometimes generates controversy and concern.Issues usually involve the targeting of ________ consumers with ________ products.

Lifestyle characteristics and personality characteristics are two types of variables used in ________ segmentation.

Kia offers a new car model with the same features as a comparable but higher priced Toyota or Ford and provides a longer warranty.Kia is following a more for less strategy.

Because Cruise Ships International currently has limited financial and personnel resources,it should avoid concentrated or niche marketing until its resources are again substantial.

Developing a strong position within several segments creates more total sales than ________ marketing across all segments.

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

Cheap Auto specializes in lower quality vehicles,with a few dents,that are priced a great deal lower than other used cars.Cheap Auto has chosen to position its products with a ________ strategy.

Developing a stronger position within several segments creates more total sales than undifferentiated marketing across all segments.

You have just created the "perfect" ad.It communicates the full mix of benefits upon which the brand is differentiated and positioned.This full positioning of the brand is called ________.

Explain gender segmentation.

Which type of statement first indicates the product's membership in a category and then shows its point of difference from other members of the category?

Shampoo marketers rate buyers as light,medium,or heavy product users.This is ________ segmentation.

_____ targeting helps companies to be more efficient and effective by focusing on the segments that they can satisfy best and most profitably.

Bombay Gifts divides its markets into units of nations,regions,and cities.Bombay uses geographic segmentation.

List three variables not applicable to the consumer market that may be used to segment business markets.

Refer to the scenario below to answer the following questions. Zhang Lei began making wooden writing utensils as a hobby until Wang Hui recognized Zhang's talent. Wang immediately ordered 250 pens and pencils of various styles to be displayed in his shop's showcase. Within three months, the writing utensils were a hit! Zhang had never thought of marketing his talent but Wang's enthusiasm and the recent sales were enough to change his mind. With limited resources, Zhang contacted three additional specialty shops within 100 km. He explained his manufacturing processes and engraving options to each. All three shops' owners placed a trial order. Within two months, just prior to the holiday season, each shop owner placed an additional order. Zhang was ecstatic! "I figured business would slow down after that," Zhang stated, "but in February I was contacted by Penguin Pens Distributors. At that point, I had to make a huge decision about how far I wanted to go with this business." Penguin Pens Distributors provided products for school fundraisers in the Beijing and Shanghai area. Zhang was offered a two-year contract and immediate inclusion in Penguin's promotional flyer. Zhang accepted the offer and, along with it, the responsibility to produce thousands of wooden pens and pencils. "I had to get a grip on the magnitude of this project!" Zhang added. "I couldn't grow out of control. I was already working to capacity." Zhang decided to place his major focus on the large contract with Penguin. However, to avoid placing his total emphasis with one customer, Zhang continued nurturing his four previously established accounts without targeting any additional customers. "At this point, I had set up an assembly line in a rented building," Zhang explained. "I had to hire three full-time employees to work the line while I managed the customer orders and purchased materials." Zhang paused. "But I can't take the Penguin project for granted. It might not always be there. I'll have to have a good alternate plan if that day comes." -If Zhang Lei produced a variety of styles of pens and pencils with various wood types and engravings that he tailored specifically to each individual's order,he would be practicing ________.

Marketers must be most careful to guard against which of the following when using age and life-cycle segmentation?