Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

Merging two or more submarkets into one larger target market as a basis for one strategy is known as the ________ target market approach.

Which of the following is LEAST likely to compete in the same generic market as the others?

By differentiating the marketing mix to do a better job meeting customers' needs,the firm builds a competitive advantage.

Which of the following statements about approaches to market-oriented strategy planning is NOT true?

Qualifying dimensions,in contrast with determining dimensions,

In a generic market,

Which of the following is LEAST likely to compete in the same generic market with the others?

A ________ is a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods or services.

When Procter & Gamble offers both Pantene and Vidal Sassoon shampoos to its customers,which target market approach is Procter & Gamble using?

The first step in segmenting international markets is to group countries that are close to each other into "common markets."

________ refers to how customers think about proposed or present brands in a market.

Marketing managers for Mountain Dew used a positioning statement to help focus efforts and gain market share in a competitive environment.

A generic market definition includes all of the following EXCEPT

A marketing manager who is able to use qualifying dimensions in forming market segments will not need to worry about determining dimensions.

Which of the following is the WORST example of a generic market?

If geographic location and other demographic characteristics are used as target market dimensions,which potential strategy decision area is mostly likely to be affected?

A target marketer who uses a single marketing mix strategy to appeal to both office tablet computer users and home tablet computer users is applying the

Unlike a generic market description,a product-market definition includes

Market segmentation is a two-step process that involves naming broad product-markets and segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

Gina wanted to start a decorating business.She identified several possible target markets,but decided to serve a market composed of recently married couples that owned their first home.Gina appears to be following the ________ approach.