Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

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Which of the following is a consumer market demographic dimension?

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

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Qualifying dimensions

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Marketers segment broad markets into smaller target segments based on a variety of ____.

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If a product-market segment is "homogeneous within," it is called a "substantial" target market.

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Electro Technologies, Inc. (ETI) has limited capital and wants to reduce the risk of competitors taking customers if it invests in a new product-market. Its broad product-market consists of three reasonably distinct submarkets. To identify a target market, ETI should probably focus on using the __________ approach.

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Business-to-business markets, with very large customers, have typically:

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A target marketer who uses two different marketing mix strategies to make two separate appeals to office tablet computer users and home tablet computer users is applying:

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The first step in segmenting international markets is to:

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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.

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Which of the following is a DEMOGRAPHIC segmenting dimension?

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______________ segmenting dimensions help decide whether a person might be a potential customer-but not which specific products or brands that person might buy.

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A generic market description includes customer needs and product-type terms.

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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.

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The first step in market segmentation should be:

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The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

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Which of the following is the BEST example of a "generic market?"

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Strategy decisions pertaining to product features, packaging, product line assortment, and branding will be most affected by which target market dimension?

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

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Clustering techniques

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