Exam 9: Segmentation, Targeting, and Positioning

The STP process is made up of strategy, targeting, and promotion.

Kim's Kayak Tours identified active retirees living in the retirement community nearby as one of her potential target markets. She knows she can tailor her service and marketing message to the schedules and interests of this audience. How will Kim evaluate the attractiveness of this segment?

Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers are also heavily motivated by self-fulfillment, which creates the possibility of __________ segmentation.

Within a perceptual map, a(n) __________ represents where a particular market segment's desired product would lie.

If values provide goals, and self-concept is the way we see ourselves, lifestyles are

With access to the Internet nearly universal in the United States, many potential market segments have become more

College students can be a less __________ market segment because students' media habits are quite diverse.

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

VALS is the most widely used __________ segmentation tool.

Demographic segmentation is segmentation based on all of the following EXCEPT

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

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.

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.

__________ is an extreme form of a targeting strategy.

A __________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

When Victoria's Secret offers different product lines, such as its Pink line, it is trying to capture the market by

Talbots, an upscale women's clothing store, targets college-educated women between 35 and 55 years old with average household income of $75,000 or more. This is a form of __________ segmentation.

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation.

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

Abigail wants to sell a local advertising calendar. She knows there are 2,000 households in her community, and estimates 30 percent will buy a calendar. The printing company will charge a $400 setup fee and calendars will cost $4.00 each to print. What price will she need to charge to cover all costs and make a $2,000 total profit? Show your calculations.