Exam 8: Identifying Market Segments and Targets

An undifferentiated marketing approach to full market coverage designs a product and a marketing program that will endow the product with a superior image and appeal to the broadest number of buyers.

In ________ marketing,the firm operates in several market segments and designs different products for each segment.

If married and unmarried women respond similarly to a sale on perfume,these hypothetical segments fail the ________ criterion for useful market segments.

A market segment consists of a group of consumers who share a similar set of needs and wants.

Give an example of how a company might target products to children in an ethical way.

In the ________ step of the market segmentation process,the marketer evaluates the segment using criteria such as market growth and market access.

A marketer is interested in segmenting a business market based on technology and customer capabilities.Which of the following major segmentation variables would most likely be used by the marketer to assist with the task

Assume that you have decided to use a niche strategy to advance your marketing goals.Characterize an attractive niche.

Markets are almost always homogeneous.

Rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who receive exclusive news,previews,and opportunities to win prizes.The Foo Fighters are using ________ to reach Generation Y.

When a symphony orchestra targets people who have broad cultural interests,rather than only those who regularly attend concerts,the orchestra is targeting ________.

Explain the concept of the Long Tail and how consumers' embrace of the Internet as a shopping medium has changed consumer buying patterns.

Johnson & Johnson broadened its target market for its baby shampoo to include adults through ________.

Kim is a young professional who enjoys snowboarding and going to rock concerts with her friends.According to the VALS eight-part typology segmentation system,Kim is best described as a(n)________.

Jose and Erika have just divorced.Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika

Consumers that consistently buy the same brand are always brand-loyal consumers.

Which of the following statements accurately describes what demographers are calling the "boom-boom effect"

What is customer cloning and how is it used

Not everyone is in favor of local marketing.Identify two arguments made against local marketing.

Illustrations of personality segmentation would include culture-oriented,sports-centered,or outdoor-oriented subsegments.