Exam 8: Identifying Market Segments and Targets

According to PRIZM,the ________ cluster is characterized as being in their late forties and fifties,college-educated,upper-middle-class homeowners that married late and are still raising children in comfortable suburban subdivisions and are still pursuing kid-centered lifestyles

As a brand manager you have decided to use the ________ full market coverage approach in marketing to your customers,whereby your firm will operate in several market segments and design different products for each segment.

Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content.Pete's loyalty status is best described as ________.

The Conversion Model measures the strength of consumers' psychological commitment to brands and their openness to change.Identify and describe the four segments of brand users and the four segments of nonusers.

Research shows that men and women shop differently.Men often like to read product information; women may relate to a product on a more personal level.

In the VALS segmentation system,Thinkers are characterized as being successful,sophisticated,active,"take-charge" people with high self-esteem.

With respect to market offerings,if a marketer emphasizes a naked solution,he or she is emphasizing the product and service elements that all segment members value.

Demographic variables are extremely popular because they are often associated with consumer needs and wants and they are easy to measure.

All of the following are considered to be product attitude segments EXCEPT ________.

During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem

A niche is characterized as being all of the following EXCEPT that ________.

Local marketing reflects a growing trend called grassroots marketing.Characterize grassroots marketing.

Local marketing reflects a growing trend called macromarketing.

All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment's needs,a strong market presence,operating economies through specializing in production,distribution,and promotion.

A ________ consists of a group of customers who share a similar set of needs and wants.

If a consumer group is designated based on their "balance of disposition," the ________ group can be described as one that is made up of nonusers who are as attracted to a competing brand as they are to their current brands.

Procter & Gamble has many soap brands.One reason for this is that soap users tend to group together in terms of preferences such as bleaching action,softness,stain removal,et cetera.Which of the following preferences pattern would most likely apply to P&G's method of response to market needs

A company can be said to have used ________ if the company distinguished among customers buying on the basis of price,service,and quality.

Those who favor localized marketing see national advertising as wasteful because ________.

Anderson and Narus have urged marketers to present flexible market offerings to all members of a segment.A flexible market offering consists of two parts.Which part contains the product and service elements that all segment members value