Exam 6: Sharpen the Focus: Target Marketing Strategies and Customer Relationship

Niche Marketing is a type of concentrated marketing strategy where the market segment chosen is relatively small.

During the interact stage of one-to-one marketing, companies should focus on ways to improve the cost efficiency and effectiveness of the interaction.

The segmentation technique that combines geography with demographics is called_____________________.

A retailer that wanted to target prospective grooms between the ages of 21 and 40 who are within six months of their marriage is using ________ segmentation to define its target market.

Using a concentrated targeting strategy, the marketer goes after a ________ but ________ consumer segment.

Which statement is NOT true about the French Canadian segment?

Average collectors of an artist's miniatures will buy four new ones each year.The collectibles are available at a number of retail locations and from several catalog retailers.To ensure she gets a greater ________, the owner of The Door Gift Shop sends her customers who are collectors a postcard every time the store adds a new one to her store's inventory.

In one-to-one marketing, after a marketer has identified customers and knows them in as much detail as possible, the next step is for the marketer to ________.

A(n)________ is a distinct image that captures the character and benefits of a good or service.

Which three primary consumer motivations are key to the VALS system?

When the size and purchasing power of a target segment can be determined, it possesses the requirement of having ________.

Perceptual maps are tools for identifying the positions of brands in consumers' minds.

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

Using ________, a company modifies a basic good or service to meet the needs of a specific individual customer.

Identify any product or service.How can a marketer calculate the lifetime value of a customer relating to the purchase of this product or service? Explain your answer.

The first step in developing a positioning strategy is to ________.

Using a ________ targeting strategy, a company develops one or more products for each of several customer groups with different product needs.

________ is a well-known system based on psychological traits that correlate with consumer behavior; it divides the entire U.S.population into segments and then sells pieces of this information to clients for specific strategic applications.

How might a marketer benefit most from using PSYTE?

Differentiated marketing can involve connecting the same product with different market segments by communicating differently to each segment.