Exam 6: Marketing Segmentation

While it is true that introducing a new product to a market of nonusers of the product will be expensive and a challenge, it is also true that such markets may present great potential. This is an example of

Benefit segmentation is the process of identifying market segments based on important differences between the benefits sought by the target market for purchasing a particular product.

If a company wanted to utilize a user status segmentation strategy, what categories of users would they normally include?

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

Match characteristics of each group with the VALS category : -Successful, sophisticated, and receptive to new technologies, their purchases reflect cultivated tastes for upscale products.

Of the four behavioral business market segments, the _____ segment is prepared to pay for higher-than-average service that is tailored to meet the user's needs.

The _____ positioning strategy is used to differentiate a company as a leader in a product category, as defined by the respective companies.

The price/quality positioning strategy position goods and services in terms of price and quality.

An attribute/benefit positioning strategy used a product's attributes and benefits to position it in the mind of a consumer relative to the product's price.

In evaluating a segmentation strategy, ____________________ is the extent to which the target market segment is responsive to the marketing strategies used.

Because consumers' tastes vary, Campbell's Soup alters the ingredients in some of their soups based on the different regions of the United States where the product is sold. This is an example of

Identify and describe the various positioning strategies a firm can use to position their products. Give an example of each.

In order to assess the effectiveness of a segmentation strategy, which six dimensions need to be evaluated?

The most well-known psychographic segmentation tool is

Concentrated marketing

The four primary bases for segmentation are demographic, psychographic, behavioral, and benefit.

The _____ positioning strategy uses a good or service attribute or benefit to position the product in the consumer's mind relative to the products of the competition.

In evaluating a segmentation strategy, _________________________ is the extent to which market segments respond differently to marketing strategies.

In determining the feasibility of producing low-rider jeans for adult women, Guess has determined the market is large enough to pursue. Guess is now investigating the profit potential the market may generate, considering the intense competition. This analysis is an example of assessing the _____ of the market segment being considered.

Usage rate segmentation is the process of identifying market segments based on