Exam 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers

Today,the low cost of setting up shop ________ makes it even more profitable to serve very small niches.

To encourage responsible advertising,the Australian Association of National Advertisers (AANA)publishes a ________.

The division of buyers into groups based on their social class,life-style or personality characteristics is ________ segmentation.

When the market segments your company is targeting can be effectively reached and served,these segments are ________.

The answer to the customer's question,'Why should I buy your brand?' is found in the ________.

Demographic variables are so frequently used in market segmentation because they ________.

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

Demographic segmentation uses different marketing approaches for different time periods of people's lives and different family situations.

The ________ makes it more profitable to serve minuscule niches.

Consumers can show their allegiance to brands,stores or companies.Marketers can use this information to segment consumers by ________.

For market segments to be useful,they must be measurable,accessible,substantial,and actionable.

Marketers must be careful to guard against ________ when using age and life-cycle segmentation.

________ marketing tailors brands and promotions to the needs and wants of specific cities,neighbourhoods and even stores.

The Restaurant and Catering Association of Australia (RCAA)recently carried out a segmentation analysis of the fine dining segment.This analysis revealed five distinct segments based on a number of key dining-out motivations including: (1)Convenience / ease (e.g. ,not having to prepare own food);(2)Socialising (e.g. ,catching up with friends / family);(3)To mark celebrations or special events or occasions (e.g. ,birthdays,anniversaries);(4)Rewards (e.g. ,for adults and children);(5)Social development for children (e.g. ,how to act appropriately in a public arena);and (6)Networking for business.A summary profile of the largest segment reads as follows: 'This segment,accounts for 36 per cent of all those who dine at fine restaurants.They have a pragmatic attitude to dining out,appreciate dining out,exhibit frequent dining out behaviour,seek value,do not need a reason to dine out and instead are often involved in informal dining occasions'.The RCAA's segmentation analysis is most likely to be based on which approach?

Because Cruise Ships International currently has limited financial and personnel resources,it should avoid concentrated or niche marketing until resources are again substantial.

The geographic segmentation assumption that consumers in nations close to one another will have many common behaviours and traits.

Markets can be segmented into groups of nonusers,ex-users,potential users,first-time users and regular users of a product.This method of segmentation is called ________.

Which of the listed choices is NOT a positioning task?

In ________ marketing,an organisation ignores market segment differences and creates a single offer for the whole market.

What competitive positioning strategy can attack a more-for-more strategy by introducing a brand offering with comparable quality at a lower price?