Exam 8: Segmentation, Targeting, and Positioning

Whenever the president of the local public university promotes the institution,he emphasizes the university's price (much lower than neighboring private colleges)and high quality.He is positioning the institution based on:

Create a positioning strategy for your school's business program.How do you want potential students to view your program?

Which of the following defines a value proposition?

A __________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message.Alex has identified __________ that respond similarly to his marketing efforts.

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day,Easter,and Christmas.This is an example of:

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of their race fans were female.What type of segmentation was used based on the survey results?

Alexis has selected target markets for her fashion accessories store in a suburban strip mall.She is now deciding how to position the accessories.She could consider positioning based on:

By designing subcompact cars specifically for Chinese consumers,American and Japanese auto makers are engaging in:

Kim's Kayak Tours initially identified active retirees living in the retirement community nearby as one of its target markets.Kim then tailored her service and marketing message to the interests and schedules of that audience.Kim initially used __________ segmentation and then used __________ segmentation.

PRIZM and Tapestry by ESRI divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________ segmentation.

In a classic example of segmentation strategy,years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys.In the process,the company:

When Penguin Catering Services first opened,the owner decided to target only events at resorts in its geographic region.Penguin Catering was using a(n)__________ targeting strategy.

Assume you are the marketing consultant for your university,which wants to focus its marketing efforts on recruiting new students.You have a choice of segmenting the undergraduate student market on either a demographic or benefit basis.What is the difference between the two? Which would you recommend,and why?

Ronaldo wants to develop an Internet auction-based business and is working through the STP process.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to:

__________ segmentation is the segmentation method most directly related to value creation for consumers.

Caroline is assessing market growth,market competitiveness,and market access for each segment she has identified.Caroline is assessing __________ of each potential market segment.

Psychographics is the segmentation method that delves into how consumers:

Jim wants to position his firm against his competitors.In doing so he should:

For products like pencils and paperclips,which provide the same benefit for all consumers,marketers should probably use a(n):