Exam 6: Marketing Segmentation

In assessing the effectiveness of a market segmentation approach, measurability

The process of focusing on those segments that the company can serve most effectively and designing goods, services, and marketing programs with these segments in mind is known as target marketing.

The _____ positioning strategy compares the firm's brand, directly or indirectly, with those of the competition.

In assessing the effectiveness of a market segmentation approach, stability is the degree to which segment consumer preferences are stable over time.

In assessing the effectiveness of a market segmentation approach, actionability is the

Liz Claiborne and DKNY have traditionally targeted females with their products and advertising. But recently they have begun targeting men with new products and advertisements. This is an example of using a _____ segmentation strategy.

Companies that have ample resources, such as Procter & Gamble and Kraft, can, and often do, address the needs of all consumer segments.

Because Mont Blanc, a manufacturer of pens and fountain pens, offers a relatively limited product selection it is using a concentrated marketing strategy.

The VALS classification system developed by SRI Consulting Business Intelligence uses a _____ segmentation strategy.

What is an undifferentiated marketing strategy?

Not all market segments are financially feasible for a company to explore because

Identifying consumers who are similar with regard to key traits, such as product-related needs and wants, and who would respond well to a similar marketing mix is known as _________________________.

Which of the following is not an example of an attribute/benefit positioning strategy?

Concentrated marketing is the process of selecting only one market segment and targeting it with one single brand and marketing strategy.

The _____ positioning strategy positions goods and services based on offering consumers the best value for their money.

The positioning approach that communicates information about a product's application or use is a(n) ____________________ positioning strategy.

Loyalty segmentation is the process of identifying market segments based on

The process of identifying segments of the market that are similar with regard to key traits and that would respond well to a particular product and related marketing mix is referred to as

In assessing the effectiveness of a market segmentation approach, substantiality is the degree to which individual market segments are easy to identify and measure.

In assessing the effectiveness of a market segmentation approach, _____ is the degree to which a market segment is large enough and profitable enough to warrant an investment.