Exam 9: Segmentation,targeting,and Positioning

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

Imagine that you are a marketing executive for a company that manufactures office supplies,including pens and pencils.What type of marketing strategy would you consider for these products,and why?

Marketers have found that __________ segmentation is often more useful for predicting consumer behavior than __________ segmentation.

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

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

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its fans were female.This is an example of psychographic segmentation.

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

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?"

Maintaining a unique value proposition can be sustained in the long term only in monopoly situations or monopolistic competition situations.

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?

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

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?"

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?

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers' __________,suggesting "be like me."

The first step in the segmentation process is to articulate the vision or objectives of the company's marketing strategy clearly.

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.

Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is

Choose a fast-food restaurant chain that does business in your area.Describe the company's target market,and explain how its marketing mix is designed to appeal to this target market.

As the marketing manager of your firm,you are responsible for evaluating segments based on their attractiveness.Identify the five criteria and explain how your firm would use this information to determine if a segment is worth pursuing.