Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

______________ segmenting dimensions are those which actually affect a person's purchase of a specific product type or brand in a product-market.

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?

The correct number of submarkets in a broad product-market is usually obvious, so the likelihood of managerial error is small.

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):

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

A generic market description looks at market broadly and from a customer's viewpoint.

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

"Good" market segments should be homogeneous (similar) within, heterogeneous (different) between, substantial, and operational.

When PepsiCo asked its advertising agency to develop an advertising program for its Mountain Dew soft drink, it gave the agency a statement describing the age and fun-loving spirit of its target market and the one-of-a-kind citrus flavor of the new product, what type of statement was this?

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

Tom and Sally Jones are preparing to purchase a new car. He currently has a Toyota Camry and she has a Honda Accord. They now have two children under age 5, so they plan to trade in Sally's car to purchase a minivan. Sally and Tom decided on a Honda Odyssey because Sally is familiar with Hondas and thinks they are very reliable. In this purchase situation, Tom and Sally's family life cycle stage is a _____________ segmenting dimension, and the benefit Sally seeks (reliability) is a _____________ segmenting dimension.

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 market in which sellers offer various, often diverse, ways of satisfying needs is called a _____ market.