Exam 6: Marketing Segmentation

What are the four major categories of marketing segmentation strategies?

The New Right is a core constituent of the political right. Marketing products to this particular group would be an example of using a _____ segmentation strategy.

Identify the various demographic segmentation approaches that can be used to segment a market.

The age categorization of socio-demographic groups such as Generation X, Generation Y, Baby Boomers, etc. is an example of a demographic segmentation strategy of using _____ as the segmenting variable.

The product user strategy focuses on a particular product use rather than on the product itself.

A greeting card company that develops different cards and different marketing campaigns for the various holidays is using an occasion segmentation strategy.

A candy manufacturer that segments the candy market based on the different holidays and seasons of the year is using a(n) ____________________ segmentation strategy.

In evaluating a segmentation strategy, ____________________ is the extent to which preferences are stable, rather than constantly changing.

Brands can be mapped on a positioning map based on

Pizza Hut advertises itself as the best dine-in restaurant; this is a(n) _____ positioning strategy.

When Apple Computers were first developed, they were promoted as the computer for desk top publishing work and graphics work. This is an example of use or application positioning.

Behavioral segmentation variables include all of the following except

Why it is important for companies to develop a target marketing strategy?

Match characteristics of each group with the VALS category : -Concerned with safety and security, they focus on meeting needs rather than fulfilling desires, are brand loyal, and purchase discounted products.

The process of segmenting markets based on the extent to which consumers are nonusers, occasional users, medium users, or heavy users of a product is referred to as ______________________________.

Gain, a liquid and powder detergent, is positioned as having exceptional cleaning and whitening abilities. This is an example of _____ product positioning.

Both PRIZM and ACORN use lifestyles of people as part of their segmentation approach. Lifestyles would be an example of _____ segmentation.

The _____ positioning strategy is the process of marketing a very precise product application that differentiates it in consumers' minds from other products that have a more general use.

The process of segmenting the market based on individual's stage of readiness to buy a product is referred to as ___________________________________.

In evaluating market segmentation, actionability is the extent to which the target market segment is responsive to the marketing strategies being used.