Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

When a customer orders a book at Amazon.com, the online retailer recommends related books that have been purchased by other customers who bought that book. Amazon is using a(n):

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

A generic market description includes customer needs and product-type terms.

A marketer will likely need to reposition a product if:

Segmenting in international markets can be more challenging than segmenting in domestic markets because:

Market segmentation says that target marketers should develop one good marketing mix aimed at a fairly large market.

In the seven-step approach, the basic comfort needs (heating and cooling, a good bed, a clean bathroom) and other needs like a telephone and safety/security are the determining needs.

Identify the INCORRECT statement about approaches to market-oriented strategy planning.

When deciding how far to carry the segmenting process,

To understand the narrowing-down process, it's useful for mangers to think in terms of a _____ market and a _____ market.

A producer of electrical components combined electrical supply wholesalers and manufacturers of electrical equipment into the same market segment-one of several segments it was targeting. Soon it lost the manufacturers' business to a competitor. It seems that the firm failed to consider the risk of

Which of the following is the BEST example of a "generic market?"

______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.

"Positioning" is a marketing management aid which refers to:

Which of the following criteria should a marketing manager use when segmenting a broad product-market?

Saying that a good market segment should be "heterogeneous between" means:

A _____ is a market with very similar needs and sellers offering various close substitute ways of satisfying those needs.

Ideally, segmenters should start with the idea that each person is "one of a kind" and can be described by a special set of dimensions that may be used to aggregate similar customers together.

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

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