Exam 7: Segmentation, Target Marketing, and Positioning

Starting in February and ending sometime in late April, department stores promote the fact that they stock a wide range of formal attire for high school proms. The dresses and tuxedos are available year-round, but the heaviest promotion of these products occurs in spring, when most proms are held. This spring promotion to high school students is based primarily on ________.

Which two factors are key to the VALS™ system?

Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?

Which of the following most accurately describes PRIZM?

Which of the following is NOT an example of a demographic segmentation variable?

The members of Generation Y were born between 1965 and 1976.

Using the strategy of ________, marketers give badges to reward consumers who have progressed through an application or activity.

To market Suave shampoo, Unilever used PRIZM to identify neighborhoods with high concentrations of young working women. These women responded best to advertisements conveying the message that Suave is inexpensive, yet will make their hair "look like they spend a fortune on it." What segmentation tool did Unilever use in this example?

Favorite Memories is a small company that specializes in serving women over the age of 50 who are special occasion gift shoppers overlooked by major competitors. Which of the following best describes Favorite Memories' market targeting strategy?

How does the concept of customer stickiness relate to the 80/20 rule?

Age, gender, place of residence, and income are all examples of ________.

A retailer that wants to target prospective grooms within six months of their marriage is using ________ segmentation to define its target market.

The VALS™ system is a crucial part of geodemographic segmentation.

Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it, and mass promotes it. This firm uses a(n) ________.

Which of the following is true of perceptual maps?

Why might a marketer of laundry detergent be interested in viewing a perceptual map?

During tax season, you're likely to see more TurboTax ads on Google pages, even if you aren't searching for tax software. This is an example of ________ segmentation.

Which of the following is true of members of Generation Z?

A viable target market should ________.

When the size and purchasing power of a target segment can be determined, the segment is ________.