Exam 8: Segmentation, Targeting, and Positioning

Four frequently used targeting strategies are the micromarketing,undifferentiated,differentiated and ________________ targeting strategies.

Which of the following is NOT one of the VALS segments?

The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently.He offered a two-for-one "happy hour" special but few members showed up.The manager did not have a grasp of what made his target market:

Paul is considering psychographics as a way to segment the market for his small travel agency.This approach to segmentation offers him an advantage because:

If values provide goals,and self-concept is the way we see ourselves,lifestyles are:

When selecting a target market,firms should attempt to:

Talbots,an upscale women's clothing store,targets college-educated women between 35 and 55 years old with average household income of $75,000 or more.This is a form of ________________ segmentation.

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service.She will now evaluate whether or not each segment is:

Consider a fast-food restaurant chain that does business in your area.Describe the company's target market,and explain how its marketing mix is designed to appeal to this target market.

Firms might use multiple segmentation methods to:

When Talbots,an upscale women's clothing store,tries to portray an image of "traditional,conservative,and with good taste," they are appealing to their target market's:

Sally is in the new marketing department of a mid-sized lawn and garden company.She is working on the first marketing plan the firm has ever used.She has defined the mission and objectives,and she just finished a situation analysis for the firm.The next step is to:

Almost all U.S.political candidates use some combination of red,white,and blue in their campaign posters.They are trying to position themselves in voters' minds using:

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

Gloria is opening an upscale women's clothing store in a growing suburban residential area.Gloria knows her target market is upper-income women living within twenty miles.She can't afford to purchase a PRIZM or Tapestry analysis so she will most likely use ________________ as a basis for targeting her market.

Automobile manufacturers do not manufacture cars specially designed for very tall people,as this segment is not substantial.

After assessing the market growth potential and market competitiveness for his company's baby products in Mexico,Harmon wanted to evaluate market access.To do this,Harmon would consider:

Carlos has identified four potential market segments for his Rent-A-Chef home meal catering service.He will now compare the segments to see if they are different enough from each other.Carlos is evaluating whether or not each segment is:

____________________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and: