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?

Qualifying dimensions are those that actually affect the customer's purchase of a specific brand in a product-market.

A generic market description looks at market broadly and from a customer's viewpoint.

A "substantial" market segment is one which is big enough to be profitable.

The marketing management team for Dada Motors brainstormed a variety of solutions to the problem of how to transport people in the world. This process came during the ____ step in the market segmentation process.

The combined target market approach:

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?

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

When identifying a company's market, managers need to avoid the mistake of:

"Homogeneous within" means that the customers in a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions.

In the example for the 7-step approach (discussed in the text), an important determining need for the "resort seekers" is adult fun while the "family vacationers" want family fun.

A complete product-market definition includes all the following descriptions except:

In the seven-step approach, submarkets are nicknamed based on the determining dimensions and a description of the customer types.

The main difference between a generic market and a product-market is that:

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 map of these ratings. What type of analysis is Ford conducting?

The seven-step approach to segmenting product-markets (discussed in the text) helps narrow down from a broad set of opportunities to a specific target market and marketing strategy.

A market in which sellers offer various, often diverse, ways of satisfying needs is called a _____ market.

In the example for the seven-step approach to market segmentation (used in the text), which of the following is a qualifying need?

A generic market is one in which

Which of the following is a possible danger when using a combining approach to target marketing?