Exam 8: Segmentation, Targeting, Differentiation, and Positioning Strategies

________ is what a company does to the product, as opposed to ________, which is what a company does to the mind.

Psychographics include consumer lifecycles, ethnicity, and income.

Many Asian and Middle Eastern countries have an easier time setting up databases in their local languages than western countries, since their language often require double-byte character sets.

While marketers will probably use a variety of segmentation methods, _____ is relied upon as the key driver of marketing mix strategy?

B2B is the commonly accepted abbreviation for business-to-business marketing.

Marketers commonly base their segmentation of consumer markets on ________.

________ is the process of aggregating individuals or businesses along similar characteristics that pertain to the use, consumption, or benefits of a product or service.

Most marketers believe that demographics are useful for finding targets for communication but are less than ideal for predicting online purchase behavior.

Product distribution is a critical driving force in geographic segmentation.

Clearly define segmentation and targeting. What are the differences in how these two marketing tools are used and how are they interrelated?

The text presented Forrester Research's Consumer Technographics Segments for describing online user segments. Identify 3-4 of these segments and provide a brief description of each.

Individuals belonging to the Millennials segment number about 60 million and were born between 1979 and 1994.

Social networking pertains to ________.

________ represent an important group for e-marketers to target to develop strong buzz or word of mouth.

Demographics include all the following except ________.

All of the following are used as bases for segmenting usage except ________.

________ is the process of adding a set of meaningful and valued differences to distinguish the company's offering from competitors' offerings.

According to the text, market offerings can be differentiated along many dimensions, except ________.

________ occurs when a company tailors all or part of the marketing mix to a small group of consumers / users..

In developing countries a greater percentage of companies versus consumers are connected to the internet.