Exam 8: Segmentation, Targeting, and Positioning

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company.A corporate pilot fish would probably pursue a ________________ targeting strategy.

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

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

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

__________________ is an extreme form of a targeting strategy.

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

(p.255,Chapter case study)Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment they might not get with Diet Coke.

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Adidas uses the different brands to pursue a(n)________________________ strategy.

Which of the segmentation attractiveness criteria is assumed by the statement,"Build it,and they will come"?

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers'_______________,suggesting "be like me."

Assume you are the marketing consultant for your university.Your university wants to focus their marketing effort on retention of current students.You have a choice of segmenting the undergraduate student market on either a geographic or psychographic basis.What is the difference between the two? Which would you recommend,and why?

Segmentation,targeting and positioning:

Regina wants to position her financial services company.Regina can position her services according to:

Which of the following segmentation methods is being used when M&Ms offers special wedding-themed packaging for customized M&Ms (imprinted with the names of the bride and groom)?

The first step in the STP process is to:

Adidas Group owns Reebok,Rockport,and Greg Norman brands.Having a variety of brands allows Adidas to:

VALS is the most widely used __________________ segmentation tool.

With access to the Internet nearly universal in the USA,many potential market segments have become more:

The first step in the STP process is to establish a strategy.