Exam 8: Identifying Market Segments and Targets

If your assignment was (for each segment)to create a value proposition and product-price positioning strategy based on the segment's unique customer needs and characteristics,you would be in which of the following steps of the segmentation process

Newlyweds in the United States buy more in the first six months than an established household does in five years.Newlyweds are an example of a(n)________ segment.

Psychographics is the science of using psychology and demographics to better understand consumers.

Increasingly,companies are finding that their markets are ________ as middle-market Americans migrate toward more premium products.

Mothers-to-be are potential users who will turn into heavy users of infant products and services.By targeting mothers-to-be as future heavy users,producers of these products and services are segmenting consumers on the basis of ________.

According to the VALS segmentation system,________ are considered to be elderly,passive people who are concerned about change and are loyal to their favorite brands.

Marketing to Generation Y is a challenge because of their size and characteristics.Because they are often turned off by overt branding practices and a "hard sell," marketers have tried many different approaches to reach and persuade Gen Y.List and briefly discuss four of those methods for reaching this group.

Identify three ways that shopping behaviors differ between men and women.

Describe the brand funnel and how marketers use it to focus their marketing efforts.

You have decided to take a purchasing approach to segmenting a proposed business market.All of the following would be potential means (subsegments)for segmenting under the "purchasing approach" EXCEPT ________.

Research has shown that income is a highly accurate predictor of the "best" customers for a given product.

If a marketing manager employs such marketing techniques as online buzz,student ambassadors,cool events,and street teams to reach target markets,the manager is most likely appealing to the ________ market.

If a marketer is blocked from entering a market,the strategy of megamarketing can be used to assist in breaking into that market.

A housewife requests a new treadmill for her birthday.With respect to consumer decision roles,which role is the housewife currently playing

Age and life cycle can be tricky variables with which to segment a market.Why

Everyone who buys a given product wants the same benefits from it.

The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies.

Gary uses only Crest toothpaste.He grew up using Crest toothpaste and would not consider using any other brand.Colgate would probably describe Gary as a weakly unavailable consumer.

Market segments can be defined in many different ways.One way to carve up a market is to identify preference segments.List and briefly characterize three preference segments cited in the text.

When Coca-Cola sold only one kind of Coke in a 6.5-ounce bottle,it was practicing what is called ________.