Exam 7: Segmentation, Target Marketing, and Positioning

Saturn is "a different kind of company, different kind of a car;" the Hummer is "like nothing else." These statements indicate a firm's ________.

Superior image, unique product features, and better service are all examples of ________.

Which statement is NOT true about the Hispanic American segment?

A target market is not viable unless the segment is large enough to be profitable now and in the future.

After segmentation, the customer group selected by a firm is referred to as the target market.

________ is a well-known system based on psychological traits that correlate with consumer behavior. It divides the entire U.S. population into segments and then sells pieces of this information to clients for specific strategic applications.

Which of the following would most likely be used in the process of developing and implementing a positioning strategy?

Marketers must balance the ________ of mass marketing with the ________ of offering each individual customer exactly what he wants.

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments. Deciding what position it wants to occupy in these segments is called targeting.

Which of the following best defines demographics?

When compared to generations older than them, a greater proportion of Millennials have never been married.

The Wright Bros. Collection is a catalog retailer that sells clothing and collectibles to aviation enthusiasts. Its ________ might be men and women between the ages of 25 and 55 who are risk takers. They belong to organizations such as the American Legion, the VFW, and the National Rifle Association of America. They are either pilots themselves or have close ties to a pilot. They prefer camping to taking a luxury cruise. Annually, they spend $900 on items purchased from catalogs.

You work for a travel agency. Business has been slow, and you want to suggest some promotions targeted to specific market segments. What three demographic segmentation variables would you recommend using and why?

The group of American consumers born between 1979 and 1994 is often called ________.

Zappos, the online shoe and clothing marketer, promises free shipping and free returns on any of its products, no questions asked. This is an example of how Zappos has a strong competitive advantage through ________.

A company that tries to modify its brand image to keep up with changing times is using a ________ strategy.

Some people want healthy cereal that will help them lose weight. Some want presweetened cereal. Some want fruits and nuts in their cereal. Some people want whole wheat cereal while others want rice cereal. There are some who like hot cereal and others who like to eat their cereal right out of the box. The diversity of consumers for cereal is an example of ________.

A mass marketing approach involves more advertising costs than a target marketing approach does.

Using a concentrated targeting strategy, the marketer goes after a ________ but ________ consumer segment.

African Americans, Hispanic Americans, and Asian Americans are all examples of ________ segments.