Exam 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers

Which positioning strategy offers value for consumers by providing the same brands as competitors at a lower price?

Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy?

Customers recognize the products of Breads & Butters,a coffee shop,by identifying the "twisted bread" logo that helped the firm revolutionize its products.In this case,the firm has differentiated itself through its ________.

Companies are likely to gain ________ through speedy,convenient,or careful delivery of products.

Company and brand positioning should be summed up in a ________.

Explain the concept of positioning for competitive advantage.

At one time,Miller Beer was known as the "champagne of bottled beer." It was targeted at an elite class of customers.Later,to increase sales,Miller was repositioned to attract members of the working,middle-class.What is this segmentation method called?

Explain the four major steps in designing a customer-driven marketing strategy.

Gold Class Electricals,a consumer-electronics firm,targets market segments based on factors such as country,age,social class,usage rate,and benefits sought.The company divides its markets based on ________.

New communications technologies are likely to eliminate the need for markets to be geographically segmented as clusters of countries.

Describe a few ways in which a marketer can engage in socially responsible target marketing.

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________.

Which of the following is true of product positioning?

The marketing manager at Frizzles' Eateries targets customers who are working to lose weight but who still want to dine out.The restaurant chain offers a wide variety of low-fat,low-calorie meals that appeal to dieters.Frizzles' approach is best referred to as ________ segmentation.

Zindle,an American smartphone-manufacturing firm,targets children below the age of ten by providing free games and applications.The firm's marketing approach is reflective of a(n)________ segmentation.

Unlike other car rental agencies that are based in airports to serve travelers,Wheelz-On-Rent has a network of neighborhood offices.The firm strives to serve people who need car rentals for reasons other than vacation,such as when their own cars are being repaired.Wheelz-On-Rent caters to a small share of the large car rental market.From this description,it can be concluded that Wheelz-On-Rent most likely practices ________.

For market segments to be beneficial for companies,they must be measurable.

Clusters of marketable groups of customers with similar likes,dislikes,lifestyles,and purchase behaviors can be identified by multivariable segmentation systems that merge and analyze geographic,demographic,lifestyle,and behavioral data.

By offering product and marketing variations to segments and developing a stronger position within several segments,companies hope to create more total sales through segmented marketing than ________ marketing across all segments.

While designing a customer-driven marketing strategy,marketers are likely to divide the market into smaller segments.