Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

A company plans to sell its products to a market segment consisting of "outgoing personalities." This will likely NOT be a good market segment,primarily because of which of the following criteria?

The clustering techniques that can be used in segmenting

Target marketers who are "segmenters"

Every new customer at Five Elements Spa is asked to register his or her personal details,which includes the customer's age,purpose of visit,and contact information.With this information,the company regularly keeps in touch with its customers,reminding them of their next appointments,new spa offers,and any other promotions.The database is used to predict a customer's next visit to the spa based on his or her previous visits.It also helps the company design service packages to suit the customer's individual needs.In this scenario,Five Elements Spa is using

Clustering is a technique that divides a large group of people into smaller groups,so that each small group is as diverse as the large group from which it was formed.

A marketer will likely need to reposition a product if

Behavioral (rather than demographic)segmenting dimensions include

Which if the following describes a product-market most accurately?

Positioning issues are especially important when competitors in a market appear to be very similar.

One of the difficult things about segmenting is that not every customer will neatly fit into some market segment.

When a company becomes aware that a new product is being test marketed by one of its competitors in St.Louis,it decides to create a similar product and rush it to market.This company can be described as a(n)

"Good" market segments should be heterogeneous within and homogeneous between.

For a product-market,which of the following refers to where a firm competes,or plans to compete,for customers?

Manufacturer,service provider,government agency,wholesaler,etc.,are designations used to segment business and organizational markets according to

A marketing manager has just learned about generic markets.This may lead the manager

Which of the following is a consumer market demographic dimension?

Which of the following is NOT true of a product-market?

Which of the following is a demographic segmenting dimension?

Dimensions that should be considered when segmenting consumer markets are: geographic location and other demographic characteristics; behavioral needs; urgency to get needs satisfied; and willingness to compare and shop.

A producer of electrical components combined electrical supply wholesalers and manufacturers of electrical equipment into the same market segment-one of several segments it was targeting.Soon it lost the manufacturers' business to a competitor.It seems that the firm failed to consider the risk of