Exam 8: Segmentation, Targeting, and Positioning

Assume you are the marketing consultant for your university.Your university wants to focus their marketing effort 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?

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 evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is:

The Value and Lifestyle Survey (VALS)conducted by SRI Consulting Business Intelligence is a widely used tool for geographic segmentation.

NASCAR redirected its marketing efforts when a survey indicated that almost fifty percent of race fans were female.This is an example of ______________ segmentation.

Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question,"Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

In a perceptual map of two dimensions,how are these dimensions determined?

College students can be a less _______________ market segment because students' media habits are quite diverse.

China Mobile has identified segments for its services including rural farmers,college students,and wealthy businessmen.These are examples of _________ segments.

For products like pencils and paperclips,marketers should probably use an undifferentiated targeting strategy.

Marketers have found that ___________________ segmentation is often more useful for predicting consumer behavior than ________________ segmentation.

_______ segmentation is the segmentation method most directly related to creating value for a customer segment.

Marco was assigned to help create a positioning strategy for the manufacturing firm where he works by working on the salient attributes.He should consider:

Segmentation,targeting and positioning involve a number of processes,many decisions and many different options.With all that effort,why are marketers so concerned with STP?

Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation.

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.

NASCAR redirected its marketing efforts when a survey indicated that almost fifty percent of its fans were female.This is an example of psychographic segmentation.

Why do marketers often use perceptual maps when developing positioning strategies?

Airlines were among the first retailers to embrace loyalty segmentation when they created:

Marketers often create a special marketing mix for loyalty segments because these segments are: