Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

When a customer orders a book at Amazon.com,the online retailer recommends related books that have been purchased by other customers who bought that book.Amazon is using a(n)

Effective market segmentation is a two-step process that starts with naming broad product-markets and then goes on to segmenting these broad product-markets into more homogeneous submarkets.

A generic market is a market in which sellers offer substitute products which are so similar that customers see them as "all the same."

Ideally,product-markets should be described in terms of

Which of the following is a possible danger when using a combining approach to target marketing?

Which of the following statements about market-oriented strategy planning is true?

Marketers at General Mills found that many people try to check e-mail or drive a car while eating breakfast or lunch.For many of these target customers the real ________ dimension in picking a snack is whether it can be eaten "one-handed."

According to the text,segmenting should be viewed as a(n)________ process.

A personality trait like moodiness is a good example of an "operational" segmenting dimension.

Which of the following statements about positioning is FALSE?

The segmenting step of the segmentation process involves

A product-market segment is "operational" if it is big enough to be profitable to the firm.

Which of the following is the most accurate definition of the term segmenting?

How customers think about the various brands in a market can be graphically represented and tracked through

A firm's "relevant market for finding opportunities" should

Which of the following would be a determining dimension for a customer who needs to buy a marketing textbook for school?

Which of the following possible segmenting dimensions is a demographic dimension?

Watson's Bakery found five different market segments among customers for its bakery goods.When developing a market-oriented strategy,the marketing manager used a ________ approach,putting two target markets together and developing a single marketing mix that would meet the needs of the new larger segment.

A profit-oriented firm will usually want to continue aggregating potential customers into larger submarkets until every consumer fits neatly into some segment.

"Homogeneous within" means that the customers in a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.