Exam 9: Segmentation, Targeting, and Positioning

Geodemographic segmentation can be particularly useful for ________, because customers typically patronize stores close to their neighborhood.

When Ron complained to his bank's branch manager about the unprofessional behavior of one teller, the branch manager added a code into his accounts alerting all tellers that Ron was a valued, long-time customer and to provide whatever service he requests. The branch manager is using ________ segmentation to retain Ron as a customer.

Toothpastes sold in supermarkets and pharmacies promise various results, such as whiter teeth, protection against gum disease, tartar control, or fresh breath. Toothpaste marketers are using ________ segmentation.

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

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

When Starbucks first opened, many critics suggested, "No one will pay $4 for a cup of coffee." Starbucks's critics suggested consumers would not be ________ to the company's offerings.

For products like pencils and paper clips, marketers should probably use an undifferentiated targeting strategy.

As it relates to positioning, a self-values map displays the position of products or brands in the consumer's mind.

When airlines created frequent-flyer programs, they were among the first retailers to embrace

Retail store chains often use ________ data to tailor each store's assortment to the preferences of the local community.

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message. Alex has identified different ________ that respond similarly to his marketing efforts.

Marketers often create a special marketing mix for loyalty segments because these segments are

Your business is best described as an entrepreneurial start-up venture with limited resources. It sells basketball sneakers for women. Describe the marketing strategy that is most beneficial for your company.

The phrase "birds of a feather flock together" captures the idea of ________ segmentation.

When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using a(n) ________ targeting strategy.

In theory, why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

Beer marketers know that high-school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This is a ________ segment of the beer market.

At which point in the STP process does a firm ensure its segmentation strategy is consistent with and derived from its strengths, weaknesses, opportunities, and threats?

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.