Exam 9: Segmentation,Targeting,and Positioning

Assume you are the marketing consultant for your university,which wants to focus its marketing efforts 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?

Which of the following defines a value proposition?

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.

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes.He should consider

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.

Ryan wants to sell personal website services to American soldiers in Afghanistan.Because of the difficulty of communicating with people in a war zone,Ryan may have trouble with this segment not being

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 would make his target market

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

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.

Marketers find psychographics a valuable segmentation approach.What are some of the limitations of psychographic segmentation and what can marketers do to offset those limitations?

Automobile manufacturers could build cars specially designed for very tall people (for example,over seven feet),but it is likely that this segment is not substantial.

Overriding desires that drive how we live our lives are called

"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.

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

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

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

Create an example of geodemographic segmentation.

We often see advertisements touting a product as being made with natural ingredients,or being long-lasting.Marketers using these types of promotions are positioning their products based on

Differences in weather and climate create opportunities for

The perceptions of __________ are being measured in a perceptual map.