Exam 6: Segmentation, Targeting, and Positioning

Psychographic segmentation is

If you were the Chief Marketing Officer of Apple, what might your positioning statement be or contain?

The Chief Marketing Officer of a consumer electronics firm wanted to bring out a line of less expensive, simpler appliances to reach new markets. Which of the following would you recommend as her best alternative?

Which of the following is NOT one of the criteria for effective marketing segmentation?

Ryder Company segmented the market based on the brand loyalty variable; what type of segmentation are they performing?

Carly and Diane had worked out a thoughtful behavioral segmentation approach for their consulting business, and when they were looking at the specific individuals in the segments, they found a significant group of customers that appeared in more than one segment. They should

Bragg Company is going through the market segmentation process. They divide customers into two groups: 1) those over 50, and 2) those under 50. This is an example of

There are five criteria for effective marketing segmentation: 1) identifiable, 2) measurable, 3) substantial, 4) accessible, and 5) responsive. Which of the following segmentation variables best meets the "substantial" criterion?

When a company is deciding on a target market, their first step is to rank the segments in order of ___________ based on attributes such as __________ and ____________.

Demographic segmentation is

Marketing segments should be internally ________ and externally ________.

What is the general rule for how many segments to focus on at a time?

Stuart is the owner of a small furniture refinishing and rebuilding firm. He has been skeptical but agreed to hear your proposal for behavioral segmentation. When you described a segment, he asked, "How am I supposed to know who these people are?" Intuitively he has addressed which of the criteria for marketing segmentation?

Some segments are so attractive that many competitors are also pursuing those customers. A firm is considering whether to include this segment in its targets and should

Which response describes the problem with the following positioning statement? "Road Dog gas stations are committed to offering competitive prices and a unique customer experience at our locations."

What is the third step in developing a target market?

Differentiated marketing is also known as

Behavioral segmentation is

Shredville Company is going through the market segmentation process. They divide customers into two groups: 1) those who prefer snow skiing, and 2) those who prefer snowboarding. This is an example of

A firm creates a number of segments based on research and applies the five criteria to determine the segments are viable. Then, it will not use some of them.