Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

When Hallmark stores offer a product line that includes everything you need to have a Spiderman theme birthday party, what is the primary segmenting dimension that Hallmark is using?

Quality Ceramic, Inc. (QCI) defined five submarkets within its broad product-market. To obtain some economies of scale, QCI decided NOT to offer each of the submarkets a different marketing mix. Instead, it selected two submarkets whose needs are fairly similar, and is counting on promotion and minor product differences to make its one basic marketing mix appeal to both submarkets. QCI is using the

Deciding whether a group of customers should be included in a target market is the purpose of _____ dimensions.

Travel Magic Company wants to enter the hotel business. Its marketing managers are brainstorming ideas about why customers go to different hotels and then writing down customer requirements. At this point, Travel Magic is engaging in which step of the seven-step approach for segmenting product-markets?

The segmenting step of the segmentation process

"Too much" aggregating in market segmenting

A personality trait like moodiness is a good example of an "operational" segmenting dimension.

A "generic market" is a market in which sellers offer substitute products which are so similar that customers see them as "all the same."

In the example for the 7-step approach (discussed in the text), the "resort seekers" and the "executives" should be combined because both groups have high incomes.

Which of the following statements is True regarding positioning?

Which of the following is a consumer market demographic dimension?

When Hallmark designs its Web site so that a teenage girl can send a theme card to her boyfriend's cell phone, what is the primary segmenting dimension that Hallmark is using?

As shown in the discussion of the 7-step approach, determining dimensions rarely change.

The first step in the seven-step approach for segmenting product-markets is to

Compared to qualifying dimensions, determining dimensions

A pencil, a dictating machine, and a word processor might compete in the same

When segmenting a product-market, a marketing manager should keep in mind that

BEHAVIORAL (rather than DEMOGRAPHIC) segmenting dimensions include:

A generic market definition includes all of the following terms EXCEPT:

A product-market is a market with broadly similar needs-and sellers offering various, often diverse, ways of satisfying those needs.