Exam 5: Market Segmentation

A company is entering the deodorant market.Its marketing manager decides that the market should be divided on the basis of whether the consumers are nonusers,light users,or heavy users of deodorants.Which of the following approaches to segmentation is the company using?

In the case of segmentation for entirely new products,which of the following approaches for determining key market dimensions would you recommend?

Identify the step in the market segmentation process that involves focusing on a product's superiority to competitive products based on one or more attributes.

Imagine that you work for K-Swiss athletic shoes manufacturers.You want to know how consumers perceive K-Swiss shoes when compared to all other athletic shoes currently in the market.A survey is developed and administered and it indicates that the important attributes consumers looked for in athletic shoes included price,durability,fit,and support.By using a _____,you could determine how K-Swiss ranks against other brands like Nike and Adidas.

An advertisement for First Union Bank describes the bank as not only providing all banking services a consumer could ever want,but also offering brokerage house services.Instead of just competing against banks,First Union increased its versatility by positioning its services:

Which of the following statements is true about a firm's decision to "mass market" a product?

MicroBionics manufactures digital hearing aids,which unlike analog hearing aids,can be programmed to mask out external noise.The company has determined that its competitive advantage lies in its product,while its weakness is the associated manufacturing costs.Target market opportunities exist within the maturing baby boomer segment.One challenge that the company faces lies in the existence of a competing and well-established brand called BelTone.In terms of the market segmentation process,MicroBionics has completed which of the following steps?

Why is it inadvisable for a follower to attempt to directly position their product against the industry leader?

Danko,Inc.has manufactured a new line of wristwatches that can withstand extreme conditions,such as below freezing temperatures.The watches are also waterproof and heat-resistant.The company is marketing these watches specifically to adventurers and extreme sports enthusiasts,such as mountain climbers and scuba divers.Danko positioned their line of wristwatches:

Which of the following is the primary reason for studying consumer and organizational buyer behavior?

The Nielsen PRIZM system includes maps of different areas that:

Which of the following constitutes a viable market segment?

According to the VALS™ framework,consumers driven by a desire for social or physical activity,variety,and risk taking are motivated primarily by _____.

According to the VALS™ framework,consumers who are classified as _____ are predictable and they choose familiar products and established brands.

_____ refers to an approach that identifies specific households in a market by focusing on local neighborhood geography (such as zip codes)to create classifications of actual,addressable,mappable neighborhoods where consumers live and shop.

How are consumer lifestyles measured during psychographic segmentation?

Which of the following describes the function of geodemographic segmentation?

Let's say you wanted to build a bowling alley in Canada.Market research shows that western Canadians enjoy bowling and similar pastimes significantly more than those in eastern Canada.By locating your alley in the western province of Alberta,you would have used a _____ segmentation strategy.

EasyClean vacuum cleaners used the slogan: "Anything else is a compromise." The manufacturer of EasyClean vacuum cleaners uses positioning: