Exam 7: Segmentation, Targeting, and Positioning

Ace Tutors is a business that tutors high-school students who are preparing to take the SAT test as part of their college entrance requirements. Because it possesses a unique offering that is desirable to a specific market, Ace Tutors would most likely use what type of target market strategy?

What type of business-to-business segmentation allows B₂B marketers to segment based on purchasing patterns, supplier requirements, and technological orientation?

Chobani, makers of specialty yogurts, has expanded its product line to include "Gimmies," a specialty yogurt supported by a set of characters that are designed to appeal to children. For this product, Chobani is segmenting the market based on

What type of targeting strategy works with uniform products for which the firm can develop a single marketing mix that satisfies the needs of all customers?

What are the three basic strategies for targeting markets?

The process of dividing a larger market into smaller groups based on meaningfully shared characteristics is called positioning.

To be effective, market segmentation should create market segments that rate favorably on various criteria. Specifically, market segmentation should create market segments that are measurable, differentiable, accessible, actionable, and

Considered to be one of the most important sources of demographic information for marketers, ________ provides free information on data such as how households are segmented by race, education, age, and occupation?

If a market segment is _________, a firm should be reasonably certain that its marketing mix can inform consumers about the product, how it adds value to the consumer, and ultimately how to purchase it.

A succinct description of the core target market to which a product is directed and a compelling picture of how the firm wants that core market to view the product is referred to as a ________ statement.

Regarding positioning a product, when is competitive analysis most important?

Walmart has positioned itself as providing a variety of items to shoppers at prices lower than most retail stores. Walmart has positioned itself based on

Firms should consider three important factors during the targeting process: growth potential, level of competition and market share.

Which of the following is a behavioral segmentation variable?

_________ assumes that consumers compare goods and services on the basis of benefits.

Marketers target older Americans because

As it pertains to international segmentation, unique segmentation is used when

Psychographic segmentation refers to the science of segmenting markets based on

When it comes to criteria for segmenting markets, it is important that the size and purchasing power of a market segment should be clearly identified. In other words, it should be

Behavioral segmentation divides consumers according to