Exam 9: Segmentation,Targeting,and Positioning

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

Demographic segmentation is segmentation based on all of the following EXCEPT

A __________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

A company that sells only multigrain,low calorie bread should use an undifferentiated targeting strategy.

A laptop manufacturer is considering designing and marketing a left-handed laptop,with the keyboard rearranged to better suit left-handed people.The CEO is left-handed,and has pointed out to senior management that over 10 percent of the population is left-handed.It will not be inexpensive to design this new model,so the laptop manufacturer wants to make sure that this is an attractive segment.For each of the five criteria of segment attractiveness,list a question the laptop manufacturer will want to consider to evaluate attractiveness of "left-handed laptop users" as a segment.

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

While demographic and geographic segmentation of retail customers is relatively easy,these characteristics do NOT help marketers determine

When Victoria's Secret offers different product lines,such as its Pink line,it is trying to capture the market by

UPS,FedEx,DHL,and the United States Postal Service are four major competitors in the private package delivery market.Choose one of the four firms and describe its positioning efforts.

Firms might use multiple segmentation methods to

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Whenever Donald calls on potential pest control customers,he emphasizes the fact that,unlike the national franchise competitors,he is a local business person and has been in business over twenty years.Donald is __________ his business relative to his competition.

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

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

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

For which types of products should marketers consider using an undifferentiated targeting strategy?

Toothpastes sold in supermarkets and pharmacies promise various results,such as whiter teeth,protection against gum disease,tartar control,or fresh breath.Toothpaste marketers are using __________ segmentation.

In the Circles for a Successful Value Proposition framework,the portion of the customer needs / wants circle that doesn't overlap with anything else represents

Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message.Alex has identified __________ that respond similarly to his marketing efforts.

Firms use a differentiated targeting strategy because