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

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

The iconic Australian spread Vegemite has used the slogan 'Puts a rose in every cheek' for many years.Which of the following strategies does this slogan most likely support?

Which difficult-to-sustain positioning strategy attempts to deliver the 'best-of-both'?

Shampoo marketers rate buyers as light,medium or heavy product users.This is ________ segmentation.

Dell creates and delivers custom-configured computers for individual customers.This is best described as ________.

Why do international markets need to be segmented?

________ segmentation divides a market into units such as nations,regions,states,municipalities,cities or neighbourhoods.

Explain,in detail,how you would segment the market for a university centre offering support services in terms of learning assistance and study skills centre.

A marketing organisation or market offer can be differentiated along lines of product,services,________ and image.

When competitors use differentiated or concentrated marketing,________ marketing can be a high-risk strategy.

Bugatti,the maker of the world's fastest production car,offers prestige vehicles with unique styling and exclusive features such as porcelain accents,including a caviar tray.Bugatti is likely to use a concentrated approach to marketing.

When food retailer,IGA,customises its merchandise store by store to meet shopper needs,it is practicing ________.

The manufacturers of the stylish motor vehicle,Lexus,target wealthy consumers with similar needs and buying behaviours,even though the consumers are located in different countries.This is an example of ________.

As You Like It Ltd customises 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 ________.

A family owns and operates two retail stores,one in Newtown and one in Oldtown.Although the towns are only 40 miles apart,the consumers at both stores are very different demographically.The owners alter the product offerings between both locations in an effort to cater to both demographic groups.This is an example of ________.

Research about and planning for loyalty status as a segmentation approach is generally not useful or practical for most firms.

When marketers at Unilever selected the Millennials,a demographic that includes university students,as an untapped group of potential customers for their Febreze line of products,they were executing which step in the process of designing a customer-driven marketing strategy?

A(n)________ market is a set of buyers with common needs or characteristics that a company decides to serve.

Why might demographic segmentation be the most common type of segmentation?

Which positioning strategy offers consumers a 'good deal' by offering equivalent-quality products or services at a lower price?