Exam 10: Segmenting, Targeting, and Positioning

Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it, and mass promotes it. This firm uses ________ marketing.

Explain why it is often to a company's advantage to use a combination of bases to create the most useful segmentation.

Which type of positioning is based on characteristics of the brand that stimulate sensory or emotional connections with customers?

The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is ________ segmentation.

Your new employer has asked you, as a new marketing graduate, to identify a group of potential customers who might respond in a similar way to a given set of marketing efforts. You have been asked to identify a(n) ________.

When Burger King targets children, teens, adults, and seniors with different ads in different media, it is practicing ________ segmentation.

Explain several options a company has for adopting a global targeting strategy for a brand.

Which of the following statements about segmenting international markets is true?

In considering whether to select more than one customer segment as a target market, a company would be LEAST likely to consider which of the following?

Many firms make an effort to identify smaller, better-defined target groups by using ________.

Unlike a product's USP, a product's value proposition is intended to be specifically relevant to the target.

Which of the following is the most popular base for segmenting markets?

Which type of market coverage choice is best suited for companies with limited resources? Why?

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments. Deciding what position it wants to occupy in these segments is called targeting.

The critical element of effective search engine optimization is the selection of ________.

A perceptual map is a tool for identifying the positions of brands in consumers' minds.

Favorite Memories is a small company that specializes in serving women over the age of 50 who are special occasion gift shoppers overlooked by major competitors. Which of the following best describes Favorite Memories' market coverage strategy?

Which of the following is NOT an example of a demographic segmentation variable?

The ________ is a group of characteristics that is used to assign segment members.

The division of buyers into groups based on what they prefer and what motivates them to respond to marketing activities is ________ segmentation.