Exam 6: Focusing Marketing Strategy With Segmentation and Positioning

Watson's Bakery found five different market segments among customers for its bakery goods.When developing a market-oriented strategy,the marketing manager used a ______ approach,putting two target markets together and developing a single marketing mix that would meet the needs of the new larger segment.

The segmenting step of the segmentation process ______.

In segmenting the cell phone user product-market,cell phone maker Super Cellular found one segment that valued sending text messages and another that wanted their phone to play MP3 music files.The firm developed a single handset for both market segments and used the same marketing mix in targeting both segments.For this product-market,Super Cellular operated as a ___.

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

International marketing typically requires less segmenting than domestic markets.

Which of the following is a DEMOGRAPHIC segmenting dimension?

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?

If a product-market segment is "homogeneous within," it is called a "substantial" target market.

Every new customer at Five Elements Spa is asked to register his or her personal details,which includes the customer's age,purpose of visit,and contact information.With this information,the company regularly keeps in touch with its customers,reminding them of their next appointments,new spa offers,and any other promotions.The database is used to predict a customer's next visit to the spa based on his or her previous visits.It also helps the company design service packages to suit the customer's individual needs.In this scenario,Five Elements Spa is using _____.

Which of the following is the most accurate definition of the term segmenting?

Which of the following is most likely to happen in a generic market?

Target marketers create marketing mixes for ______.

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

Ideally,product-markets should be described in terms of:

Jazzy Tile Co.segmented its broad product-market and decided to aim at two different segments,offering each segment a different marketing mix.Jazzy Tile Co.is following the ______________ approach.

Which of the following statements is True regarding positioning?

Planning Place and Promotion elements of a marketing mix is especially difficult if the dimensions of a product-market are not operational.

Which of the following offers a firm the greatest potential for profit?

Quality Ceramic,Inc.(QCI)defined five submarkets within its broad product-market.To obtain some economies of scale,QCI decided NOT to offer each of the submarkets a different marketing mix.Instead,it selected two submarkets whose needs are fairly similar,and is counting on promotion and minor product differences to make its one basic marketing mix appeal to both submarkets.QCI is using the

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