Exam 9: Market Segmentation, Targeting and Positioning

Employees at the Greenwood Spa and Resort are trained to cater to every whim of their guests. Because their needs are often met even before they realise they have them, some guests are even convinced that its employees have ESP. This is an example of:

One of the reasons demographic variables are the most popular variables for segmenting the consumer market is because usage rates are often associated with demographic characteristics.

The process of evaluating each segment's attractiveness and selecting one or more of those segments is called market:

In order to maximise sales, marketers are generally advised to appeal to all buyers in the marketplace.

Most marketers have found that undifferentiated marketing is the most effective approach in today's marketplace.

The first step in a customer- driven marketing strategy is market:

People over 55 make up 21 per cent of the Australian population and control________ per cent of the nation's wealth.

GPS enabled smartphones have allowed marketers the opportunity of responding to a consumer's changing location where they can deliver geographically pertinent advertising for retail outlets and service providers in the consumer's vicinity. This recent development is known as:

Even though demographic bases are the most commonly used in segmentation, many marketers believe that________ variables are the best starting point for building market segments.

The pattern known as double jeopardy refers to which of the following?

The complex set of perceptions, impressions and feelings that consumers hold for the product compared with competing products is known as:

If a marketer segments the market into users, non- users, lapsed users, potential new users, first- time users and regular users of a product, the marketer is using which type of segmentation?

Because consumer needs and wants change with age, to segment their market, companies may use:

In parts of remote outback Australia, people live on vast cattle stations where the nearest town is often 500 kilometres away. Many of these people are unable to receive radio or TV signals, do not have access to broadband and often receive supplies by light aircraft on an infrequent basis when the weather permits. Even though these consumers may have clearly articulated needs and may be affluent, from a marketing standpoint, they are difficult to target because they are NOT:

Many firms prefer to use multiple segmentation criteria. What benefits are to be gained by this practice? What problems may arise?

One of the legendary pioneers of television advertising, Rosser Reeves, believed that firms should develop a USP for each brand and stick to it. What does USP stand for?

Buyers are divided into different groups based on social class, lifestyle, or personality characteristics in segmentation that is:

Which of the following statements BEST describes positioning?

In terms of a segment's structural attractiveness, which of the following makes a segment less attractive?

Anastasia and her husband love to eat food cooked on the barbecue grill. Anastasia made her purchase decision for a barbecue based on the relative ease and speed with which it could be fixed if something went wrong. Arabella bought a particular brand and type of grill because of its: