Exam 8: Segmentation, Targeting, and Positioning

When Victoria's Secret offers clients different colors,fabrics and styles,it is trying to capture the market by:

When developing a positioning strategy,marketers may choose to position their offerings against the offerings of competitors.If you were to do so,what would you expect your competitors to do?

The perceptions of __________ are being measured in a perceptual map.

Fiona wants to sell a local advertising calendar.There are 1,000 households in her community,and she estimates that 30 percent will buy a calendar.The printing company will charge a $100 setup fee,and calendars will cost $4.00 each to print.What price will she need to charge to cover all costs and make a $500 profit?

Firms might use multiple segmentation methods to:

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.The market segment must be:

Whenever Donald calls on potential pest control customers,he emphasizes the fact that,unlike the national franchise competitors,he is a local business person and has been in business over twenty years.Donald is __________ his business relative to his competition.

Marketers like Benetton want their ads to appeal to one's self-concept,suggesting to consumers:

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because:

The Lite beer commercial with the slogan,"less filling,tastes great," was based on __________ segmentation.

When Mr.How,a Pennsylvania-based discount lumber and hardware chain,sent snow blowers to its Augusta,Georgia,store in April,it was engaged in:

When Ron complained to his bank about the unprofessional behavior of one teller,the branch manager added a code into his accounts alerting all tellers that Ron was a valued customer and to provide whatever service he requests.The branch management included Ron in its __________ segmentation.

"Why create a perceptual map?" asked David.Andreas,the senior marketing manager,gave him four reasons.Which of the following is NOT a valid reason?

Which of the following would NOT be used in calculating the profitability of a segment?

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.She will now evaluate whether or not each segment is:

Demographic segmentation is segmentation based on:

Ryan wants to sell personal website services to American soldiers in Afghanistan.Because of the difficulty of communicating with people in a war zone,Ryan may have trouble with this segment not being:

Almost all U.S.political candidates use some combination of red,white,and blue in their campaign posters.They are trying to position themselves in voters' minds using:

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

If values provide goals,and self-concept is the way we see ourselves,lifestyles are: