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

When the size,purchasing power,and profiles of a market segment can be determined,it possesses the requirement of being ________.

It is most accurate to say that successful niche marketing relies on a firm's ________ and its ________.

"Less-for-much-less" positioning involves meeting consumers' requirements for ________.

________ 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.

Summarize how companies identify attractive market segments and choose a target marketing strategy.

A segment is more attractive if it already contains many strong and aggressive competitors or if it is easy for new entrants to come into the segment.

A segment becomes less attractive when powerful suppliers can control prices or reduce the quality or quantity of ordered goods and services.

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.

Procter & Gamble sells six brands of laundry detergent in the United States,each designed for one of six laundry segments Procter & Gamble has identified.Together,these six brands take four times the market share of Procter & Gamble's nearest competitor.Which of the following is a disadvantage of Procter & Gamble's differentiated marketing strategy?

MTV targets the world's teenagers,who have similar needs and buying behaviors even though they are located in different countries.This is called ________ segmentation.

The answer to the customer's question,"Why should I buy your brand?" is found in the brand's ________.

A company or brand image should convey a product's distinctive benefits and positioning.

For simplicity's sake,most marketers generally limit their segmentation analysis to one or a few variables.

When Port Orleans Shipping uses segmented marketing,it targets several segments and designs separate offers for each one.This approach is called ________ marketing.

Marketers must be careful to guard against ________ when using age and life-cycle segmentation.

What competitive positioning strategy can attack a more-for-more strategy by introducing a brand offering comparable quality at a lower price?

Describe how marketers use multiple-segmenting bases to their advantage.

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

In evaluating different market segments,a firm must look at three factors: segment size and growth,segment structural attractiveness,and company objectives and resources.

Describe age and life-cycle segmentation with examples.What are the precautions that marketers should take when using age and life-cycle segmentation?