Exam 6: Marketing Segmentation

In assessing the effectiveness of a market segmentation approach, differential response is the extent to which marketers are capable of designing programs that can effectively serve the market segment.

Frequently, small-and medium-size businesses are quite successful by best addressing the needs of a single market segment, or a niche.

Loyalty segmentation is the process of identifying market segments based on a consumer's stage of readiness to purchase a particular product.

In understanding the differences between males and females in terms of Internet usage, marketers describe various segments for each gender such as the "Social Sally"segment and the "Bits and Bytes" segment for males. In doing this, marketers are using a _____ segmentation strategy.

In assessing the effectiveness of a market segmentation approach, _____ is the extent to which marketers are capable of designing marketing programs that can effectively reach the market segment.

Match characteristics of each group with the VALS category : -Self-sufficient, they have the skill and energy to carry out projects, respect authority, and are not impressed by material possessions.

In assessing the effectiveness of a market segmentation approach, actionability is the extent to which marketers are capable of designing programs that can effectively serve the market segment.

Usage rate, user status, and loyalty status are dimensions of demographic segmentation.

Identifying the product-related preferences of most consumers in order to target the product broadly to all consumers with the maximum likelihood of success is known as _________________________.

A niche strategy would be an example of a(n) _____ marketing strategy.

In terms of user rate segmentation, segments of consumers identified as medium users of a product category would constitute the prime target for new brands within a product category.

What is a multiattribute segmentation strategy? Give an example.

In assessing the effectiveness of a market segmentation approach, _____ is the degree to which preferences are stable, rather than changing, in a market segment.

Identify the requirements that are needed for effective market segmentation.

The process of offering products to the market and communicating through an appropriate marketing mix the product's attributes and benefits that will differentiate the respective products in the consumer's mind is known as

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

The positioning approach that communicates information about who uses a product is a(n) ____________________ positioning strategy.

In terms of Internet usage, men are more likely to go online to purchase stocks, get news, compare products, buy products, and bid at auctions while females are more likely to send e-mails, play games, and get information on health, jobs, and religion.

A company that desires to create a specific marketing campaign for heavy users of a product should use a user status segmentation strategy.

In terms of business segmentation using a behavioral segmentation approach, the consumer focus needs segment consists of