Exam 9: Segmentation, Targeting, and Positioning

Ronaldo is developing an Internet auction-based business.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to choose which target market to focus his efforts on.What factors should influence his decision?

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

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

Education marketers know that the primary motivations of most nontraditional college students are self-respect and self-fulfillment,so they craft their marketing message to emphasize the benefits these consumers are looking for in a college education.Which type of segmentation method was used to segment this market?

As it relates to positioning,a self-values map displays the position of products or brands in the consumer's mind.

The light beer commercial with the slogan "less filling,tastes great" was based on __________ segmentation.

When selecting a target market,firms will be most successful if they

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its race fans were female.What type of segmentation was used based on the survey results?

When evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is

Assume you are the marketing consultant for your university,which wants to focus its marketing efforts on recruiting new students.You have a choice of segmenting the undergraduate student market on either a demographic or benefit basis.What is the difference between the two? Which would you recommend,and why?

Demographic segmentation is segmentation based on all of the following except

Let's Dish is a meal-preparation service operating in three states.Customers visit a Let's Dish store to select and partially prepare their meals,which are then packaged for the freezer.At home,the customer can pull a meal out of the freezer and warm it in the oven or microwave.If Let's Dish wanted to expand into new areas of the United States,what segmentation method would probably be most useful in choosing new locations?

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

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 attractive relative to all of the following except

__________ is an extreme form of a targeting strategy.

What is the best situation in the Circles for a Successful Value Proposition framework?

Which of the following would not be used in calculating the profitability of a segment?

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

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.

Which of the following defines a value proposition?