Exam 9: Segmentation,targeting,and Positioning

Your business is best described as an entrepreneurial start-up venture with limited resources.It sells basketball sneakers for women.Describe the marketing strategy that is most beneficial for your company.

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

Carlos has identified four potential market segments for his Rent-A-Nurse service.He will now compare the segments to see if they are distinct from each other.Carlos is evaluating whether or not each segment is

Imagine that you are a marketing executive at a toothpaste manufacturing company.How would you create and use a perceptual map? What positioning criteria might you use in creating it?

A university using benefit segmentation and targeting students who want to get a degree quickly while still working full-time would most likely focus on

In theory,why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

To develop psychographic segments,the marketer must understand consumers'

All of the following are one of the main components of a value proposition except

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

Television advertising has recently expanded to include "mini-ads," which are short ads lasting five to ten 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.

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

Many companies use the Internet to allow consumers to design customized products; for example,Nike allows customers to order shoes with custom color combinations.This is a form of

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

Differences in weather and climate create opportunities for

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.

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

In a classic example of segmentation strategy,years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys.In doing so,the company

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.

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

You are the marketing manager of a company that sells indoor lighting fixtures.When developing the company's positioning strategy,you choose to position the company's offerings against the offerings of your competitors.What would you expect your competitors to do?