Exam 9: Segmentation,targeting,and Positioning

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

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

Within a perceptual map,a(n)__________ represents where a particular market segment's desired product would lie.

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company.A corporate pilot fish would probably pursue a(n)__________ targeting strategy.

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

Create a positioning strategy for your school's business program.How do you want potential students to view your program?

VALS is the most widely used __________ segmentation tool.

Beer marketers know that high-school educated,working-class males from the ages of 25 to 40 make an attractive market for their products.This is a __________ segment of the beer market.

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.

Evaluate why a company would use a micromarketing strategy versus an undifferentiated strategy.

College students can be a less __________ market segment because students' media habits are quite diverse and firms might have to use a wide variety of media to attract this segment.

The perceptions of __________ are being measured in a perceptual map.

When Ron complained to his bank about the unprofessional behavior of one teller,the branch manager added a code into his accounts alerting all tellers that Ron was a valued customer and to provide whatever service he requests.The branch management included Ron in its __________ segmentation.

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

For each target market,General Imaging Corporation,a manufacturer of imaging equipment,will engage in positioning,adjusting its marketing mix variables in order to give customers

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

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

The STP process is made up of strategy,targeting,and promotion.

Golden Years is using __________ segmentation.

A complex product that is best described in writing will be difficult to explain to consumers who are unable to read.For this reason,a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.