Exam 7: Segmentation, Targeting, and Positioning

In Canada, cranberry sauce sales spike right before Thanksgiving, Christmas, and other holidays. A segmentation that seems to describe this phenomenon is ________.

Consumer and business marketers use many of the same variables to segment markets. Business marketers use which of the following?

When competitors use differentiated or concentrated marketing, ________ marketing can be disastrous.

Bud Lite originally launched with the slogan "Tastes great and less filling!" This slogan suggests Bud Lite used which type of segmentation?

Explain how market variability impacts the choice of a target-marketing strategy.

As You Like It, Inc., customizes its offers to each individual consumer. This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing.

A brand's position is assessed relative to a competitor's positioning.

Clusters of marketable groups of customers with similar likes, dislikes, lifestyles, and purchase behaviors can be identified by multivariable segmentation systems that merge and analyze geographic, demographic, lifestyle, and behavioural data.

Mass marketers, such as Target and Venture Stores, often ignore market segment differences and target the whole market with one offer. What is their approach to segmenting?

Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it?

Which of the following is one of the reasons a segment would be less attractive to a company?

Most marketing targeted at children, minorities, or other special segments provides benefits to targeted consumers.

When a market segment is large or profitable enough to serve, it is termed ________.

As in consumer segmentation, many marketers believe that ________ and ________ segmentation provide the best basis for segmenting business markets.

By studying its less loyal buyers, a company can detect which brands are most ________ with its own.

If Wealth TV decides to segment its market based on the social class of television viewers, what segmentation approach is Wealth TV using?

Today, most companies have moved away from mass marketing and are being choosier about the customers with whom they wish to build relationships.

Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?

When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is most likely primarily using which type of segmentation?

Superior Auto Sales, a chain of high-end used car dealerships, wants to sum up its company positioning and brand positioning in a formal way. Superior's management would use a ________.