Exam 8: Identifying Market Segments and Targets

According to the VALS segmentation system,________ are successful,sophisticated,active,"take-charge" people with high self-esteem.Their purchases often reflect cultivated tastes for relatively upscale,niche-oriented products and services.

If a marketing researcher uses such names (categories)as Blue Blood Estates,Winner's Circle,Hometown Retired,or Shotguns and Pickups when doing segmentation research,the marketing researcher is using ________ clusters.

Heavy users are often a small percentage of the market but account for a high percentage of total consumption.

According to the ________ criterion for useful market segments,a segment should be the largest possible homogenous group worth going after with a tailored marketing program.

Not all attempts to target children,minorities,or other special segments draw criticism.Which of the following is the best illustration of a company (or industry)that seems to be marketing to a target segment in a correct and ethical way

If a buyer is loyal to two or three different brands of soap,this buyer's loyalty status can be described as being among the ________.

When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes,equipment,and clothing to many of them,Nike is using which of the following marketing formats

A local service company has decided to segment its market based on occupation; therefore,it has chosen a form of demographic segmentation for its approach.

When segmenting on the basis of family life cycle,all of the following are segment categories EXCEPT ________.

________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice.

In order to maintain acceptable levels of sales and profits,marketers target only middle- and high-income groups of consumers.

A hardware store is interested in reaching people who are characterized by the VALS system as being practical,down-to-earth,and self-sufficient who like to work with their hands,the ________ category.

All of the following are disadvantages of customerization EXCEPT that ________.

If a market is segmented according to light,medium,and heavy product users,the marketer segmenting this market is using the ________ as the means to segment.

If a marketer decides to segment a market based on neighborhoods,the marketer will have chosen the ________ method of segmentation.

Identify the four market segment groups based on brand loyalty status and list what a company can learn from analyzing the degrees of brand loyalty.

A company can learn a great deal by analyzing the degrees of brand loyalty.For example,by studying the ________ the company can pinpoint which brands are most competitive with its own.

Members of Generation Y are generally open to overt branding practices and a "hard sell," making product placements in computer and video games a popular way to reach this cohort.

By analyzing the behaviors of ________,companies can learn about their marketing weaknesses and attempt to correct them.

Marketers usually identify niches by ________.