Exam 6: Focusing Marketing Strategy With Segmentation and Positioning

Alpine Auto Repair keeps a record of customer oil changes and sends a reminder postcard to its customers when it's time for the next oil change.This is an example of a ______ system.

To understand the narrowing-down process,it's useful for mangers to think in terms of a ______ market and a ______ market.

When segmenting broad product-markets,cost considerations tend to ______.

Positioning analysis may lead a firm to segmenting,rather than combining.

What is the main difference between naming broad product-markets and market segmentation?

Cost considerations usually favor more aggregating and larger market segments,but smaller segments may be required to satisfy needs more exactly.

A "market" consists of:

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

Compared to qualifying dimensions,determining dimensions

Combiners (as opposed to segmenters):

The first step in market segmentation should be ______.

The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called:

The main difference between a "product-market" and a "generic market" is whether customer needs are similar or different.

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

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

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

Segmenters,in contrast to combiners:

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

A generic market is one in which

Regarding segmenting,as opposed to combining: