Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

The seven-step approach to market segmentation does not consider whether a particular submarket can be profitable to the firm until Step 7.

The correct number of submarkets in a broad product-market is usually obvious, so the likelihood of managerial error is small.

A combined target market approach

A market-oriented strategy planner applies the ______________ target market approach.

A generic market definition includes

One of the difficult things about segmenting is that not every customer will neatly fit into some market segment.

Ford Motor Co. asks members of its target market to rate its cars and those of General Motors and Chrysler on a 7-point scale in terms of two dimensions (comfortable seats and engine power) so that it can establish a quadrant-grid of these ratings. What type of analysis is Ford conducting?

The disaggregating step in market segmentation involves

A generic market is one in which

Segmenting a broad product-market usually requires using several segmenting dimensions at the same time.

The 7-step approach to market segmentation used in the text shows that:

Which of the following is the best example of a "product-market?"

"Positioning" shows how proposed and/or present brands are located in a market--as seen by customers.

The seven-step approach to market segmentation uses a S.W.O.T. analysis.

When a firm develops a marketing mix for teenage boys which is different from its marketing mix for teenage girls, which target market approach is it using?

A food processor considering snack-food opportunities identified three possible market segments and gave them "nicknames": the dieters, health faddists, and nutrition-conscious parents. It developed a marketing mix around a line of good tasting, nutritious children's snacks. The firm is apparently

"Good" market segments are those which are:

Having segmented its broad product-market, Blue Chip, Inc. feels that three segments are similar enough that--together--they can be treated as one large target market and offered the same marketing mix. Blue Chip, Inc. is following the ______________ approach.

A firm's "relevant market for finding opportunities" should:

The qualifying dimensions help identify the "core benefits" that must be offered to everyone in a product-market.