Exam 6: Focusing Marketing Strategy With Segmentation and Positioning

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

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?

A ______ is a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods or services.

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

When identifying a company's market,managers need to avoid the mistake of ______.

Unlike a generic market description,a product-market definition includes ______.

Which of the following statements about market segmentation is NOT correct?

The clustering techniques that can be used in segmenting:

The combined target market approach:

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

The marketing management team for Dada Motors brainstormed a variety of solutions to the problem of how to transport people in the world.This process came during the ______ step in the market segmentation process.

A product-market is one in which

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.

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.

Which of the following statements iterates that combiners make compromises in developing the marketing mix?

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

Marketing managers for Mountain Dew used a positioning statement to help focus efforts and gain market share in a competitive environment.

______________ is a marketing management aid that refers to how customers think about proposed and/or present brands in a market.

A product-market segment is "operational" if it is big enough to be profitable to the firm.

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.