Exam 6: Identifying Market Segments and Targets

A marketer is interested in segmenting a business market on ________ if the marketer intends to segment the market based on industries and geographical areas to serve.

A segment is attractive when there are actual or potential substitutes for the product.

The characteristic of useful market segments that relates to whether the segments can be effectively reached and served is whether the segment is ________.

Suppose a marketer decides to segment a market based on social class, psychographic lifestyle, and readiness stage. For each type of segmentation, give at least three possible segmentation subcategories.

In ________ marketing, the firm operates in several market segments and designs different products for each segment.

To be useful, market segments must be measurable.

Which of the following statements is True about the five forces identified by Michael Porter that determine the intrinsic long-run attractiveness of a market or market segment?

Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be examples of what is called ________.

The fact that Honda described its boxy Element as a "dorm room on wheels," but then attracted so many baby boomers that the average age of the Element turned out to be 42 illustrates what quality of baby boomers?

In ________ marketing, the firm ignores segment differences and goes after the whole market with one offer.

A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.

The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies.

List the five forces identified by Michael Porter that determine the intrinsic long-run attractiveness of a market or market segment.

Marketers usually identify niches by ________.

When marketers present flexible market offerings to all members of a business segment, their offerings consist of two parts. Which part contains the product and service elements that all segment members value?

Local marketing reflects a growing trend called grassroots marketing. What are the characteristics of grassroots marketing?

Dennis requests his father to buy him a PlayStation® for his birthday. With respect to consumer decision roles, which role is Dennis currently playing?

What are some examples of situational factors that can be used to segment business markets?

Urgency, specific application, and size of order are examples of ________ segmentation variables for business markets.

All attempts to target marketing to children, minorities, or other special segments are discriminatory and unethical.