Exam 9: Segmentation, Targeting, and Positioning

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics, psychographic segmentation

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

List the steps in the segmentation, targeting, and positioning process.

Giant Food Stores in suburban Washington, DC, adjusts its ethnic food aisle offerings based on the ethnic groups living near each store. Giant Foods is using geodemographic segmentation.

Jim wants to position his firm against his competitors. In doing so he should

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys. In doing so, the company

Marketers have found that ________ segmentation is often more useful for predicting consumer behavior than ________ segmentation.

Assume you are the marketing consultant for your university, which wants to focus its marketing efforts on retention of current students. You have a choice of segmenting the undergraduate student market on either a geographic or psychographic basis. What is the difference between the two? Which would you recommend, and why?

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.

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider

The light beer commercial with the slogan "less filling, tastes great" was based on ________ segmentation.

Differences in weather and climate create opportunities for

The different methods of segmenting a market include targeting, positioning, psychographic, and behavioral.

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's marketing mix. In other words, the market segment must be

The Tapestry™ Segmentation system divides and sorts small neighborhoods into categories using 60 or more characteristics such as income, home value, occupation, and education, as well as activity interests, such as sports, dancing, the arts, and so forth. This market research tool is an example of ________ segmentation.

Kim's Kayak Tours initially identified active retirees living in the retirement community nearby as one of its target markets. Kim then tailored her service and marketing message to the interests and schedules of that audience. Kim initially used ________ segmentation and then used ________ segmentation.

________ 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 Mr. How, a Pennsylvania-based discount lumber and hardware chain, sent snow blowers to its Augusta, Georgia, store in April, it was engaged in

All of the following are one of the main components of a value proposition except

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