Exam 9: Segmentation,Targeting,and Positioning

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

In the Circles for a Successful Value Proposition framework,the value proposition is represented by

__________ segmentation is the segmentation method most directly related to value creation for consumers.

Sally is in the new marketing department of a midsized 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

Identify how a company that manufactures salt can use a differentiated targeting strategy.

Fiona wants to sell a local advertising calendar.There are 1,000 households in her community,and she estimates that 30 percent will buy a calendar.The printing company will charge a $100 setup fee,and calendars will cost $4.00 each to print.What price will she need to charge to cover all costs and make a $500 profit?

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?

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

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.

Rick's Computer and Copying Center has decided to target students at a newly opened satellite campus of the university.Which of the marketing mix variables will Rick use when developing a positioning strategy for his firm? Offer specific examples.

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

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 all of the following EXCEPT

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation

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

Kim's Kayak Tours identified active retirees living in the retirement community nearby as one of her potential target markets.She knows she can tailor her service and marketing message to the schedules and interests of this audience.How will Kim evaluate the attractiveness of this segment?

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

__________ is an extreme form of a targeting strategy.

VALS is the most widely used __________ segmentation tool.

Within a perceptual map,a(n)__________ represents where a particular market segment's desired product would lie.