Exam 8: Segmentation, Targeting, and Positioning

Psychographics is the segmentation method that delves into how consumers:

When deciding how to promote his new medical oncology center,Dr.Jones decided that he did not need to throw a large grand opening reception.Instead,he promoted the center to the internal medicine doctors in the area,who were the doctors most likely to refer patients to the center.Dr.Jones was engaged in a concentrated targeting strategy.

The phrase "birds of a feather flock together" captures the idea of ______________ segmentation.

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

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:

For each target market,General Imaging Corporation,a manufacturer of imaging equipment,will engage in positioning,adjusting their marketing mix variables in order to give customers:

Identify two segmentation methods used in segmenting markets and give an example of a situation where each might be used.

Education marketers have learned that the primary motivations of most non-traditional college students are self-respect and self-fulfillment.Understanding the values of this market segment allows marketers to:

Retail store chains often use _____________________ data to identify other locations with similar demographics and purchasing behavior where it might make sense to open additional stores.

List the steps in the Segmentation,Targeting and Positioning Process.

Overriding desires that drive how we live our lives are called:

When Starbucks first opened,many critics suggested,"No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be _____________ to the company's offerings.

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of ______________ segmentation.

The STP process is made up of strategy,targeting and promotion.

A university targeting students based on the benefit of getting a degree quickly and without interfering with the rest of the students' lives would emphasize:

Innovators,Thinkers,Achievers,and Experiencers are VALS classifications based on:

Unilever used the technique of "crowdsourcing" to assist in marketing mix design for its Axe personal care products for men.What is crowdsourcing?

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.The next step is to:

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.

Segment profitability asked marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.