Exam 9: Market Segmentation, targeting, and Positioning

Placing a product at a certain point or location within a market in the minds of prospective buyers is known as market mapping.

The product-related segmentation of consumers based on the strength of their attachment and allegiance to their preferred products is called _____ segmentation.

Clairol offers a line of hair color called "Nice n Easy" which allows women to touch-up their hair and easily cover their gray hairs conveniently and easily at home.Based on research,Clairol knows that women aged 30 and above are most likely to need some type of color product to hide their gray hair and maintain a youthful appearance.What type of segmentation does Clairol use by targeting women over 30?

Match each item with the correct statement below. a.target market b.market segmentation c.cohort effect d.primary metropolitan statistical area e.differentiated marketing f.concentrated marketing g.micromarketing h.positioning map i.VALS j.AIO statement k.core region l.consumer product m.demographic segmentation n.Pareto's law o.psychographic segmentation p.geographic information systems q.positioning r.geographic segmentation s.business product t.mass marketing -_____ is a targeting strategy that targets potential customers at a very basic level,such as by zip code,specific occupation,or lifestyle.

Which of the following factors sets the upper limit on demand generated by a particular market segment?

Lululemon Athletica,which specializes in athletic wear for women,recently launched a website featuring Ivivva,a new line of athletic and dance clothing for girls.Based on the information given in this example,Lululemon Athletica is using _____ segmentation to segment its markets.

The target market for a product is the specific segment of consumers most likely to purchase that particular product.

The determination of whether pencils are consumer products or business products is based on:

Match each item with the correct statement below. a.target market b.market segmentation c.cohort effect d.primary metropolitan statistical area e.differentiated marketing f.concentrated marketing g.micromarketing h.positioning map i.VALS j.AIO statement k.core region l.consumer product m.demographic segmentation n.Pareto's law o.psychographic segmentation p.geographic information systems q.positioning r.geographic segmentation s.business product t.mass marketing -A(n)_____ is a tool that helps marketers place products in a market by graphically illustrating consumers' perceptions of competing products within an industry.

A company that chooses to focus its efforts on satisfying only one market segment for profit is using a(n)_____ strategy.

Iron ore and raw cotton are examples of:

Title Nine is a specialty retailer targeting active women with a proprietary mix of apparel designed for active lifestyles and sports.The company began as a direct marketer - using only catalogs and its website to generate sales.However,over the years,Title Nine has opened retail outlets across the country.The company identifies strategic opportunities for new stores based upon the sales generated by current customers in the potential market area.For example,if Title Nine has a significant number of purchasers in the Boston area,they will further analyze the market and select a location for a retail outlet.What type of segmentation strategy is Title Nine utilizing when selecting a market for a new store location?

Marketers rarely encounter differences among members of a target group,as they segment potential consumers into homogeneous groups.

Niche marketing is best suited for firms that offer highly specialized goods and services.

Majority-minority counties are places where more than half the population is a single racial or ethnic group other than non-Hispanic white.

Primary metropolitan statistical areas (PMSAs)are identified within areas of 1-million-plus populations.

Psychographic segmentation is not an exact science.While it helps to paint an overall picture of the psychological motivations of consumers,those motivations are influenced by countless variables,such as family,occupation,and culture.Select the statement below that gives an accurate description of the effective use of psychographic segmenting.​

​A marketing consultant just gave a motivational speech to your sales team about the power of geographic segmentation.Quietly,you tell your boss that the consultant failed to cover all of the geographic factors that are important to marketers.You cite the following factor(s)she overlooked:

Describe the four stages in the market segmentation process.

Firms often purchase legal services from external consultants.However,as this does not directly contribute to the firm's production activities,legal services cannot be considered a business product.