Exam 9: Segmentation, Targeting, and Positioning

Social networking sites that compete directly with Facebook have a difficult time surviving; however, LinkedIn has survived by focusing on the needs of business professionals, who seek to network with colleagues, share their expertise, post online résumés, and look for new jobs. Write a value proposition for LinkedIn.

Based on media habits, college students can be a less ________ market segment because students' media habits are quite diverse and firms might have to use a wide variety of media to attract this segment.

A ________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

________ involves defining the firm's marketing mix variables so that target customers have a clear, distinctive, desirable understanding of the firm's offerings relative to competitors' offerings.

When Fix-It-Fast, a Montana-based discount hardware chain, sent snow shovels to its Augusta, Georgia, store in April, it was engaged in

Marketers often employ a combination of segmentation methods, using ________ to identify and target their customers, and ________ to design products and messages to appeal to them.

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

What is the best situation in the Circles for a Successful Value Proposition framework?

When a marketer adjusts the marketing mix to give customers a clear, distinctive, desirable understanding of what the product does, the marketer is engaging in psychographic segmentation.

The ideal points on a perceptual map indicate when a producer hopes to have a product available for marketing.

A value proposition compares the price of a product to its benefits.

Differences in weather and climate create opportunities for marketers to engage in

In a perceptual map of two dimensions, how are these dimensions determined?

As the marketing manager of your firm, you are responsible for evaluating segments based on their attractiveness. Identify the five criteria and explain how your firm would use this information to determine if a segment is worth pursuing.

You are employed at a hotel near Brown University, and you want to increase the hotel's appeal to the parents of university students. How could the hotel market itself to these parents?

Meal-in-a-Minute is a meal-preparation service operating in three states. Customers visit a Meal-in-a-Minute store to select and partially prepare their meals, which are then packaged for the freezer. At home, the customer can pull a meal out of the freezer and warm it in the oven or microwave. If the company wanted to expand into new areas of the United States, what segmentation method would probably be most useful in choosing new locations?

________ segmentation is the segmentation method most directly related to the satisfaction of consumer needs and wants.

The first step in the segmentation process is to clearly articulate the vision or objectives of the company's marketing strategy.

Molly's Sweets makes a specialty line of after-dinner mints that they promote to brides and grooms for use as party favors to put next to each guest's place setting at the reception. Which type of segmentation does this represent?

When Fisher Fine Furniture, an upscale home furniture store, tries to portray an image of "traditional, conservative, and with good taste," it is appealing to its target market's