Exam 7: Segmentation, Target Marketing, and Positioning

Firms that develop such close relationships with customers that they seem to deliver customized goods and services are engaged in ________ marketing.

Describe the three steps in target marketing. Explain what factors/options should be considered for each step.

Describe the four basic approaches to target marketing.

Companies sometimes pick a one-market strategy. This marketing approach is called ________.

Marketing (Big M) is not just identifying existing segments but also creating new ones.

________ segmentation divides customers into groups according to similarities in benefits sought or product usage patterns.

Which of the following statements is TRUE of the baby boomers generational group?

Which of the following questions about market segmentation relates to creation and execution of different marketing strategies to the different submarkets identified?

The final step in target marketing is to develop profiles of each segment under consideration for investment as a target market.

In the context of positioning errors, when consumers have only a vague idea about the company and its products, and do not perceive any real differentiation, it is called ________.

In analyzing the attractiveness of market segments, which of the following is NOT one of the most important variables?

Positioning strategy is a process that often starts with ________, which help(s) develop a set of attributes for further analysis.

Michael believes that the only motorcycle anyone should ever buy is a Harley-Davidson. Whenever he sees the Harley Davidson logo on a product, he knows that product is a leader in the market. What source of differentiation has Harley Davidson achieved?

In the 1970s, Michelob beer changed its advertising messages frequently and saw sales plummet. Slogans like "Weekends were made for Michelob," "Put a little weekend into your weekday," and "Special times deserve a special beer" had consumers checking their calendars to find the right time to drink a Michelob. Michelob was suffering from the positioning error of ________.

Marcia wanted a car she could drive for 10 years, so she bought a Toyota because they are known for their reliability and longevity. This BEST demonstrates the product leadership source of differentiation.

Katherine was born in 1970. She is environmentally conscious and media-savvy. She is most likely to be a member of which generational group?

Pamela only bought her cars from Lexis because they made it so easy to get them serviced by picking her car up and bringing it back to her. Lexis shows ________ leadership.

________ segmentation focuses on why people buy what they buy.

McDonald's fell victim to confused positioning in the 1990s after introducing too many new products which caused customers to lose track of what the core brand was.

Marketers use geographic segmentation when ________.