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

Even if a segment has the right size and growth and is structurally attractive,a company must consider its own objectives and resources before targeting that segment.

Which of the following is true of perceptual positioning maps?

Argonaut Food Stores,a retail giant,hires better-skilled employees than its competitors by employing strategic recruitment practices.It also conducts highly specialized training programs for its employees.In this case,Argonaut has focused on gaining a strong competitive advantage through ________ differentiation.

Pediacertain Pet Supplies,a pet-food company,divides the pet market according to the pet owners' gender,occupation,income,and family life cycle.In this case,which of the following variables has the company used for market segmentation?

How do businesses segment their markets?

Compare and contrast local and individual marketing.

Stores offering low-quality alternatives to luxury products at low prices most likely follow a ________ positioning strategy.

ProFem Inc.caters its line of sports apparel exclusively to women.What type of segmentation does the company use?

Pacific Fisheries groups its customers by regions in the U.S.,such as Midwest,Northeast,and Southwest.For each region,Pacific Fisheries tailors a different set of advertisements and promotions.Based on which of the following segmentation variables does the firm divide its market?

When market segments are conceptually distinguishable and respond distinctively to various marketing mix elements and programs,they are said to be ________.

Demographic variables are generally more difficult to measure than most other types of variables.

Senz,an automobile manufacturer,produces low-end vehicles that are targeted toward lower-income consumer groups.Senz most likely segments the consumer market based on ________ variables.

Brand differences are worth promoting if they satisfy certain criteria.What are these criteria?

Light users are often a small percentage of a company's market but account for a high percentage of total consumption.

Companies today are moving away from target marketing and toward mass marketing.

Rasco Corp.segments its foreign markets based on the income levels of a country's population.In this case,the firm segments its market based on ________.

Demographic factors are the most popular bases for segmenting customer groups.

When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs,it is engaging in ________.

Business and consumer marketers use many of the same variables to segment their markets.

________ consists of arranging for a market offering to occupy a clear,distinctive,and desirable place relative to competing products in the minds of target consumers.