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

To evaluate the different market segments your company is serving,you would look at all of the following factors EXCEPT which one?

In some parts of remote Australia,notably northern Western Australia and parts of the Northern Territory,consumers live in districts that are not able to receive a radio or TV signal,do not have access to broadband and where newspapers are only delivered occasionally.Even though these consumers may have clearly articulated needs and disposable incomes,from a marketing standpoint,they are difficult to target because they are NOT ________.

What is a major assumption made by marketers who choose to use an undifferentiated marketing strategy?

Because there is such variation among the economies of countries around the world,it is not practical to segment international markets on the basis of economic factors.

________ marketers may send tailor-made deceptive messages directly to the computers of millions of unsuspecting consumers despite spam filters and government legislation.

When Hungry Jacks targets children,teens,adults and seniors with different ads and media,it is practicing ________ segmentation.

Through market segmentation,companies divide large,heterogeneous markets into smaller segments that can be reached more ________ with products and services that match their unique needs.

Scouts Australia is currently scrutinising its database of current and lapsed members in an effort to detect patterns.It is hoping to develop insights that will enable it to develop programs encouraging existing members to stay with the scouting movement for longer than average.It is also hoping to implement programs designed to encourage lapsed members to re-join the movement.Scouts Australia is currently engaged in which type of segmentation analysis?

A customer-driven marketing strategy seeks to build the right relationships with the right customers.

Even though several options are available at any one time,there ________ to segment a market.

The department store,David Jones,claims superior quality,performance and style.The owners provide the most upscale products and services and charge a higher price to cover the higher costs.What type of positioning does David Jones use?

Which of the following will give products the greatest advantage in selected target markets?

LaGrange Florists segments markets into groups of nonusers,ex-users,potential users,first-time users and regular users of its flowers and services.This firm uses usage rate as the segmentation approach.

A brand's value proposition is the full mix of benefits upon which the brand is ________ and positioned.

Why might a marketer of laundry detergent be interested in viewing a perceptual positioning map?

Your company wants to move away from mass marketing and engage in customer-driven marketing.The four steps to take,in order,are market segmentation,marketing positioning,differentiation and targeting.

________ differentiation can be created through features,performance,consistency,durability and reliability.

When a company identifies the parts of the market it can serve best based on common needs or characteristics the company decided to pursue,it is practicing ________.

Your current assignment at York Foods is to find the major benefits people look for in product classes,the kinds of people who look for each benefit and the major brands that deliver each benefit.What is this segmentation method called?

A market rarely exists for products that offer less and therefore cost less.