Exam 7: Segmentation, Target Marketing, and Positioning

Demographic segmentation is one of the most popular segmentation approaches because ________.

One of the most straightforward and popular methods of segmentation is demographic.

Strategic fit means there is a good match of a target market to the firm's culture and resource capabilities.

Concentrated target marketing is often used by ________.

An approach to segmenting consumer markets is ________ segmentation, which relies on consumer variables such as personality and AIOs (activities, interests, and opinions) to segment a market.

The local sandwich shop has always sold calorie-laden sandwiches and recently introduced six new sandwiches featuring vegetables and lower-calorie meats and cheeses to appeal to health-conscious customers. What strategy is the sandwich shop pursuing?

When a company tries to constantly develop the "next new thing," it is trying to establish ________ leadership as a source of differentiation.

Organizations communicate one or more sources of value to customers in a way that the customer can easily make the connection between his or her needs and wants and what the product has to offer. Execution of this approach is referred to as a firm's ________ strategy.

One of the basic principles behind segmentation is that subgroups of customers can be identified on some basis of similarity.

Which of the following statements is TRUE of geographic segmentation?

________ segmentation recognizes that there may be a number of consistent needs and wants demonstrated by consumers based on what type of job they have.

The largest generation is the Silent Generation.

Age is a commonly used method of segmentation. Age alone, however, may be dangerous because ________.

Everything else being equal, ________ segmentation might lead a firm to offer its products based on some anticipated future payoff from the consumer.

Describe the VALS framework.

Catalina was born in 1940. She is a member of ________.

Cateleya was born in 2001. She is a member of ________.

The razor is an example of a product that appeals to both men and women, but companies figured out that ________.

Define the terms market segmentation, target marketing, and positioning.

Sociologists look for defining events such as major economic upheaval, wars, and ________ as triggers for generational change.