Exam 5: Market Segmenting, targeting, and Positioning

Which of the following types of segmentation strategies utilize city size and population density?

_____ involves choosing select groups of people to sell to.

_____ involves targeting an extremely select group of customers.

Segmenting buyers by personal characteristics is known as _____.

A firm utilizing multisegment marketing is less vulnerable to competition.

A company that produces laundry detergent offers one product with stain removing action while another is made for energy efficient washing machines.Which of the following segmentation strategies has the company used?

A concentrated marketing strategy can decrease a company's risk.

_____ is the process of gathering multiple sources of data available on people.

Psychographic segmentation is commonly utilized because relevant data is available for free at the U.S.Census Bureau's Web site.

Selling the same product to everyone is known as undifferentiated marketing.

Explain how a company that produces shampoo can utilize a benefit segmentation strategy when developing their product offerings.

Which of the following segmentation categories answers the question,"How do my customers live their lives?"

Repositioning is an effort to "move" a product to a different place in the minds of consumers.

A two-dimensional graph that visually shows where a product should stand is known as a positioning map.

Targeting a very select group of customers is known as _____.

An attractive market must "fit in" with the firm's _____ and _____.

An attractive market must be _____,or the company can find a way to reach it.

Forming close,personal relationships with customers and giving them exactly what they want is known as _____.

Positioning involves tailoring a product so that it stands out from the _____ and people want to buy it.

Information about customers is often kept in a _____ system.