Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

With the "multiple target market approach" the marketer combines two or more homogeneous submarkets into one larger target market as a basis for one strategy.

Ford Motor Co. asks members of its target market to rate its cars and those of General Motors and Chrysler on a 7-point scale in terms of two dimensions (comfortable seats and engine power) so that it can establish a quadrant-grid map of these ratings. What type of analysis is Ford conducting?

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

Qualifying dimensions are those that actually affect the customer's purchase of a specific brand in a product-market.

Which of the following is NOT part of a product-market definition?

The main difference between naming broad product-markets and market segmentation is:

Saying that a good market segment should be "heterogeneous between" means:

"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.

A market is a group of two or more sellers who offer substitute ways of satisfying customer needs.

A generic market is one in which

"Positioning" is a marketing management aid that refers to:

Making a very specific marketing mix for a particular group is always less profitable than a more general marketing mix that appeals to a larger segment.

Which of the following statements about the combined target market approach is True?

Which of the following is MOST LIKELY to be a DETERMINING dimension with respect to purchase of a particular brand of coffee?

Which of the following is NOT likely to be a part of the segmenting step in market segmentation?

Clustering techniques can be used in segmenting to help find similar patterns within sets of data-to identify homogeneous groups of people.

Customer relationship management (CRM) helps consumer marketers:

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

Saying that a market segment is "substantial" means that it contains customers from a variety of demographic variables.

Marketing-oriented managers think of segmenting as a disaggregating process.