Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

A complete product-market definition includes all the following descriptions except:

A segmenter is more likely than a combiner to really satisfy a target market and build such a close relationship with customers that it faces no real competition.

A firm's "relevant market for finding opportunities" should be bigger than the present product-market but not so large that it couldn't expand and still be an important competitor.

Using one or two demographic dimensions to describe market segments usually does not provide enough detail for planning a marketing strategy.

Clustering techniques try to find similar patterns within sets of data.

Planning marketing strategies for international markets:

A firm involved in international marketing should pay even more attention to segmenting than a firm that sells only in the United States.

_____ aim at one or more homogeneous segments and try to develop a different marketing mix for each segment.

In the context of segmenting international markets, which of the following statements is true?

Market segmentation says that target marketers should develop one good marketing mix aimed at a fairly large market.

A manager who aggregates all potential customers into a single product-market segment is likely to find that the segment is not homogeneous.

"Positioning" means using a map to show where a firm's products are distributed geographically.

A market-oriented strategy planner applies the ______________ target market approach.

When segmenting markets, why can't managers simply choose one or two demographic characteristics around which to define their target group?

When major airlines target business travelers because they travel often and typically pay at least three times the price for a ticket as leisure travelers, these airlines are segmenting the market primarily on:

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:

When you are "in the market" for a new car, and are considering different brands to purchase, what type of market is involved?

A ______________ market is a market with broadly similar needs and sellers offering various-and often diverse-ways of satisfying those needs.

The customer type component of the product-market should include:

____ dimensions actually affect the customer's purchase of a specific product or brand in a product-market.