Exam 7: Segmentation, Target Marketing, and Positioning

The ________ race and ethnicity market segment is about 12 percent of the U.S. population and is not growing rapidly.

Which of the following statements is TRUE of income segmentation?

At about 17 percent of the U.S. population, ________ remain the largest minority group.

Generation Y, people born between 1978 and 1994, tend to be pragmatic, optimistic, good team players, savvy consumers, and edgy in nature.

Which of the following statements is TRUE of repositioning?

A niche strategy is the same as Porter's focus strategy and is a concentrated target marketing approach.

Approaches to geographic segmentation include all of these EXCEPT ________.

In overpositioning, consumers have a very broad understanding of the company, product, or brand.

A marketing manager using the database called PRIZM is interested in ________ segmentation.

Generation X is often referred to as the ________.

For many marketing managers, segmentation by benefit sought is the best place to start the process of market segmentation.

While developing a segmentation approach, Walter, the brand manager of a soft drinks manufacturing company says that a segment has sufficient size. He means that the market ________.

Once market segments have been defined and analyzed and target markets have been selected for development, the firm must turn its attention to creating, communicating, delivering, and exchanging offerings that have value to the target markets. This process is known as ________.

In the context of positioning errors, when the claims made for the product or brand are not regarded as credible by consumers, it is called ________.

Family and household segmentation has become more complex due to a variety of differing family arrangements.

Advertisements with messages like "Orange juice-It's not just for breakfast anymore!" or "Soup can be a delicious way to start a cold winter's day" are using ________ segmentation.

Millie prefers to stay at the Omni Hotel rather than the Embassy Suites because she knows the Omni provides high-end bedding, luxurious robes and toiletry products for every customer. What differentiation factor is affecting Millie's decision?

When a company tries to make the product or service significantly easier to obtain than the competition, it is trying to achieve ________ leadership as a source of differentiation.

NovoTech Inc. is a manufacturer of PCs, and most of its revenue is generated by selling PCs to consumers. However, the company is struggling to extend the brand into other lucrative product lines such as tablets and smartphones. In this scenario, NovoTech is suffering from the error of ________.

Segmenting markets means that a company is ________.