Exam 9: Segmentation, Targeting, and Positioning

Kellogg's marketing communications about its Special K cereal appeal almost exclusively to women. This is an example of ________ segmentation.

Choose a fast-food restaurant chain that does business in your area. Describe the company's target market, and explain how its marketing mix is designed to appeal to this target market.

Psychographics is the segmentation method that delves into how consumers

Marketers find psychographics a valuable segmentation approach. What are some of the limitations of psychographic segmentation and what can marketers do to offset those limitations?

VALS is the most widely used ________ segmentation tool.

Paul is considering psychographics as a way to segment the market for his small travel agency. This approach to segmentation offers him an advantage because

In the Circles for a Successful Value Proposition framework, the value proposition is represented by

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its fans were female. This is an example of psychographic segmentation.

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.

Ronaldo is developing an Internet auction-based business. After establishing his objectives, describing potential market segments, and evaluating the attractiveness of each segment, Ronaldo now has to choose which target market to focus his efforts on. What factors should influence his decision?

When deciding how to promote his new medical oncology center, Dr. Jones decided that he did not need to throw a large grand opening reception. Instead, he promoted the center to the internal medicine doctors in the area, who were the doctors most likely to refer patients to the center. Dr. Jones was engaged in a concentrated targeting strategy.

Why do marketers often use perceptual maps when developing positioning strategies?

Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question, "Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

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

Regina wants to position her financial services company. Regina can position her services according to all of the following except

Imagine that you are a marketing executive for a company that manufactures office supplies, including pens and pencils. What type of marketing strategy would you consider for these products, and why?

For products like clothespins, which provide the same benefit for all consumers, marketers should probably use a(n) ________ strategy.

Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a(n) ________ strategy.

"Why create a perceptual map?" asked David. Andreas, the senior marketing manager, gave him four reasons. All of the following are valid reasons except

________ is an extreme form of a targeting strategy.