Exam 7: Segmentation, Target Marketing, and Positioning

A(n) ________ would probably include customer demographics, location, lifestyle information, and a description of how frequently the customer buys the product.

How might a marketer benefit most from using PRIZM?

Which of the following is the most accurate generalization of Millennials?

Using ________, a company modifies a basic good or service to meet the needs of a specific individual customer.

The supermarket sells boxes of pink diapers and blue diapers. This is an example of segmenting by ________.

Why is it important for marketers to analyze the positions of both direct and indirect competitors? Give an example of direct and indirect competitors for a supermarket.

Marketers at P&G selected Generation Y, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products. Which of the following were they executing?

________ means developing a marketing strategy aimed at influencing how a particular market segment perceives a good or service in comparison to the competition.

The Asian American segment of the population ________.

Technological and cultural advances contribute to market fragmentation.

In 2012, women were more likely than men to marry someone with less education.

A product's position is based on important attributes as perceived by ________.

Identifying and targeting market segments that may be as small as just one individual is known as ________.

Companies can customize marketing to consumers on mobile devices through ________, which delivers messages to consumers based on their real-time physical location.

Tropicana Essentials Healthy Heart targets consumers who like orange juice and who also want extra vitamins but no sodium. Explain how Tropicana uses behavioral segmentation in this example.

Business-to-business marketers who look at the size of firms in terms of total sales or number of employees are using ________ to segment their market.

Which of the following is a true statement about trends related to gender segmentation?

________ is a term for men who are keenly interested in fashion, home design, gourmet cooking, and personal care.

Discuss the advantages and disadvantages of undifferentiated targeting, differentiated targeting, and concentrated targeting.

When many men in the baby boomer segment started getting gray hair, they were reluctant to use hair dyes made for women even though they were just as eager as women to fight the aging process. To address this reluctance, hair care product manufacturers introduced hair dying systems for men to use both on their heads and their facial hair. These hair care product manufacturers used ________ segmentation to define their target markets.