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

Target marketing sometimes generates controversy and concern.Issues usually involve the targeting of ________ consumers with ________ products.

How can marketers attract non-loyal consumers?

It is most accurate to say that successful niche marketing relies on a firm's ________ and its ________.

Why must marketers guard against stereotypes when using age and life-cycle segmentation?

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

Developing a stronger position within several segments creates more total sales than undifferentiated marketing across all segments.

Not every brand difference is worth establishing and promoting.A difference is worth promoting to the extent that it satisfies all of the criteria EXCEPT which one?

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

When considering segmentation,briefly explain why deodorant marketers would consider multivariate segmentation.

Market ________ is the process of evaluating each market segment's attractiveness and selecting one or more of the market segments to enter.

Which of the following is the narrowest strategy?

In ________ marketing,an organisation goes after a large share of one or a few submarkets.

'Less-for-much-less' positioning involves meeting consumers' ________.

Thinking about generational segments covered in Chapter 3 (Generation X,Millennials,baby boomers)and demographic segments (especially age),compare and contrast generational segments and demographic by age segments.

Your assignment at work is to divide buyers into different groups based on social class,lifestyle and personality characteristics.After a planning session with the marketing and sales staff,you issue a memo to upper management recommending psychographic segmentation.You are right on target.

A major food retailer stocks the same brand of chicken throughout all its Australian stores in an effort to achieve economies through bulk purchasing.However,in the regional Victorian centre of Ballarat,the store manager has noticed that local consumers have a strong preference for the local 'Country Chicken' brand.Sales of fresh chicken in the Ballarat store are well below national averages and the manager fears that this may be having a detrimental effect on overall store traffic.He is planning to recommend that Head Office vary its store policy by allowing him to source chickens locally rather than from central stores.Which of the following is the store manager considering?

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

Which of the following is the most logical reason for Unilever offering products that compete with one another on the same supermarket shelves?

Briefly outline the four major segmenting variables for consumer markets.

When Kia offers a new model of car with the same features as a comparable Toyota or Ford and provides a longer warranty,Kia is following a more-for-less strategy.