Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

A ________ market is a market with broadly similar needs and sellers offering various-and often diverse-ways of satisfying those needs.

Computer-aided segmenting approaches eliminate the need for managerial judgment and intuition in selecting segmenting dimensions.

How do combiners make compromises in developing the marketing mix?

Compared to qualifying dimensions,determining dimensions

Qualifying dimensions

When Hallmark designs its website so that a teenage girl can send a theme card to her boyfriend's cell phone,what is the primary segmenting dimension that Hallmark is using?

A ________ is a relatively homogeneous group of customers who will respond to a marketing mix in a similar way.

A product-market definition should include

Clustering techniques applied to segmenting markets

What is the main difference between a generic market and a product-market?

A "market" consists of

When doing positioning,a marketing manager should

Segmenting international markets,as contrasted with domestic markets,

Cost considerations usually favor more aggregating and larger market segments,but smaller segments may be required to satisfy needs more exactly.

A generic market definition includes

________ is a marketing management aid that refers to how customers think about proposed and/or present brands in a market.

Which of the following statements about positioning is NOT true?

A generic market description should NOT include

The first step in segmenting international markets is to

When moving to international markets,some firms insist that local operations and decisions should be handled by natives because