Exam 10: Segmenting, Targeting, and Positioning

Which type of segmentation is most related to the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?

Like consumer markets, business markets can be segmented by demographics and loyalty.

The initial method of segmenting a population is usually ________.

What is the following an example of? "To busy, mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people, and resources while on the go."

The division of buyers into groups based on their current and desired level of interaction with a particular market category is ________ segmentation.

There are many exceptions to the assumption that consumers in nations close to one another will have many common behaviors and traits.

Which of the following best explains why a company might adopt an undifferentiated targeting strategy?

When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for the company's Febreze line of products, they were executing which of the following?

Examples of ________ segmentation variables include integrity, respect, and honesty.

What factors may impact segment attractiveness?

Mass marketers such as Target and Walmart often ignore market segment differences and target the whole market with one offer. What is this approach to targeting?

A magazine targeted to readers who love to in-line skate primarily uses ________ segmentation.

Which of the following is the process of evaluating and selecting the most viable market segment to enter?

Compare and contrast the three major segmenting strategies.

Which type of positioning is based on characteristics of the brand that enhance the self-esteem of customers?

Which group determines a product's position relative to competing products?

Explain why correctly segmenting consumers will help a company target its marketing dollars more effectively.

The business segmentation variable of ________ refers to customer desires such as service support, cutting-edge technology, or financing terms.

________ is communicating a product or service message to as broad a group of people as possible with the purpose of positively influencing sales.

Saturn is "a different kind of company, different kind of a car"; the Hummer is "like nothing else." These statements indicate a firm's ________.