Exam 9: Segmentation, Targeting, and Positioning

Television advertising has recently expanded to include "mini-ads," which are short ads lasting 5 to 10 seconds.These ads are most useful in advertising to men,since men are more likely than women to channel surf during commercial breaks.Given this fact,this type of advertising will be more useful to marketers engaged in __________ segmentation.

Marketers often employ a combination of segmentation methods,using __________ to identify and target their customers,and __________ to design products and messages to appeal to them.

PRIZM and Tapestry divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________ segmentation.

Why do marketers often use perceptual maps when developing positioning strategies?

Regina wants to position her financial services company.Regina can position her services according to all of the following except

Caroline is assessing market growth,market competitiveness,and market access for each segment she has identified.Caroline is assessing the __________ of each potential market segment.

Firms use a differentiated targeting strategy because

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

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

How have airline companies implemented loyalty segmentation?

Micromarketing is also referred to as

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

For a segmentation strategy to be successful,the customers in the segment must react similarly and positively to the firm's marketing mix.In other words,the market segment must be

Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question,"Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

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

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

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 20 years.Donald is __________ his business relative to his competition.

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

Write a value proposition for your favorite restaurant.

It would be logical for bathing suit marketers to use geographic segmentation.