Exam 6: Identifying Market Segments and Targets

In the ________ step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access.

The most attractive segment is one in which entry barriers are low and exit barriers are high.

For a segment to meet the ________ criterion of usefulness, the marketer must be able to formulate effective programs for attracting and serving the segments.

If married and unmarried women respond similarly to a sale on perfume, these hypothetical segments fail the ________ criterion for useful market segments.

If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important?

If an organization's marketing department wants to create "segment storyboards" to test the attractiveness of each segment's positioning strategy, it would most likely occur in the ________ step of the segmentation process.

Illustrations of personality segmentation would include culture-oriented, sports-centered, or outdoor-oriented subsegments.

List the four groups of consumers based on loyalty status.

List the three premises on which Anderson's long tail theory is based, and summarize the research testing his idea.

Identify ways in which shopping behaviors differ between men and women.

An undifferentiated marketing approach to full market coverage designs a marketing program for a product with a superior image that can be sold to the broadest number of buyers.

The dimensions in the VALS framework are consumer resources and ________.

Business segmentation based on purchasing approaches may divide the market by technology, user and nonuser status, and general purchasing policies.

Briefly describe the steps in the segmentation process.

Establishing and communicating the distinctive benefit(s) of the company's market offering for each target segment is called ________.

A ________ offering consists of two parts: a naked solution and discretionary options.

An attractive niche consists of customers having a distinct set of needs.

For segmenting a business market, situational factors include urgency, specific application, and size of order.

A market segment consists of a group of consumers who share a similar set of needs and wants.

In segmenting its markets, an aluminum company first looked at which end-use market to serve: automobile, residential, or beverage containers. This is an example of ________.