Exam 8: Market Segmentation, Targeting, and Positioning

Nielsen PRIZM segmentation classifies every household into one of 66 demographically and __________ distinct neighborhood segments to identify lifestyles and purchase behavior within a defined geographic market area, such as zip code.

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as

"For upscale American families who desire a carefree driving experience, Volvo is a premium-priced automobile that offers the utmost in safety and dependability" is a __________ statement for Volvo in North America.

A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.

Market segmentation stresses __________ and relating them to specific marketing actions.

-For an owner of a Wendy's fast-food restaurant, the information in Figure 8-4 above suggests

The annual Sporting News Baseball Yearbook had exactly the same stories but with 17 different covers to appeal to baseball fans in 17 different regions of the U.S. What is the basis of its market segmentation strategy?

Airline programs that encourage passengers to repeatedly use the same airline focus on usage rate and employ a __________ strategy.

Universal Concerts wants to bring a series of music concerts to Canada next year. In general, Western Canadians prefer country music while Eastern Canadians prefer rock. In fact, a country music event in eastern Canada is very likely to have lots of empty seats. To maximize revenue, Universal Concerts should segment its Canadian market according to __________.

Name Maker is an online company that sells high-end gift wrapping that can have custom slogans or names printed on it, such as the name of a person celebrating a birthday or a couple who is getting married. This made-to-order gift-wrapping is priced from $24.95 to $32.95 per 12-foot roll. This is an example of

Determining the size of specific markets within a market-product grid is helpful in determining which target market segments to select and

In the early 1980s, Apple, Inc. was often called "Camp Runamok" because

One advantage of a market-product grid is that it can be used to

ExxonMobil targets consumers that fill up their gas tanks more than once a week with its Chase Visa fuel card. In this example, ExxonMobil is using which segmentation variable?

Which of the following is an example of a Tiffany/Walmart strategy?

Segmentation based on some observable actions or attitudes by prospective customers, such as what benefits they seek, as well as where, how frequently, and why they buy, is referred to as

-Figure 8-6 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus. The best way to describe how the student market is segmented is

The 80/20 rule suggests that

Lands' End will custom fit a Marinac jacket and make it with additional features such as thumb loops, underarm ventilation slits, and a key clip when you order from LandsEnd.com. This is an example of

The quantity consumed or patronage (store visits) during a specific period is referred to as