Exam 8: Segmentation, Targeting, and Positioning

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.

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:

We often see advertisements touting a product as being made with natural ingredients,or being long-lasting.Marketers using these types of promotions are positioning their products based on:

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

A complex product that is best described in writing will be difficult to explain to consumers who are unable to read.For this reason,a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.

Alexis is working out how to position her fashion accessories store in a suburban strip mall.She has selected target markets,and she will now consider:

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

It would be logical for bathing suit marketers to use geographic segmentation.

Perceptual maps include positions of current brands as well as ideal points where a segment would want a product to be.

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

A company that sells only multi-grain,low calorie bread should use an undifferentiated targeting strategy.

(p.255-256,Chapter case study)Coca-Cola introduced Coke Zero to increase sales without taking away from its existing product sales.Which of the following is NOT true about this effort?

There are three major competitors in the private package delivery market; UPS,FedEx,and DHL.The fourth competitor is the USPS.Choose one of the four firms and describe its positioning efforts.

In addition to calculating the potential profitability of a market segment,marketers will also consider:

A self-values map displays the position of products or brands in the consumer's mind.

"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?

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of:

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.

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.

Demographic segmentation is segmentation based on: