Exam 9: Segmentation, Targeting, and Positioning

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full time would focus on

Retail store chains often use __________ data to identify other locations with similar characteristics and purchasing behavior where it might make sense to open additional stores.

Which of these is NOT one of the main components of a value proposition?

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.

Caroline is assessing market growth, market competitiveness, and market access for each segment she has identified. Caroline is assessing the __________ of each potential market segment.

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.

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.

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

Psychographics is the segmentation method that delves into how consumers

Which of the segmentation attractiveness criteria is assumed by the statement, "Build it, and they will come"?

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

__________ involves defining the firm's marketing mix variables so that target customers have a clear, distinctive, and desirable understanding of the firm's offerings relative to competitors' offerings.

Maintaining a unique value proposition can be sustained in the long term only in monopoly situations or monopolistic competition situations.

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Greta is concerned with whether the segment is

A complex product that is best described in writing will be difficult to explain to consumers who are unable to read. For this reason, a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.

In the Circles for a Successful Value Proposition framework, the portion of the customer needs / wants circle that doesn't overlap with anything else represents

UPS, FedEx, DHL, and the United States Postal Service are four major competitors in the private package delivery market. Choose one of the four firms and describe its positioning efforts.

Differences in weather and climate create opportunities for

Overriding desires that drive how we live our lives are called

After assessing the market growth potential and market competitiveness for his company's baby products in Mexico, Harmon wanted to evaluate market access. To do this, Harmon would consider