Exam 5: Market Segmentation

Three important criteria on which to base segmentation strategy decisions are that a viable segment must be:

When embarking on a new or modified marketing program, a company should conduct a(n) _____ first.

The ad for Concordia kitchen cabinets states, "For an exceptional look in cabinetry that you won't find anywhere else, buy Concordia cabinets." This is an example of positioning:

In which of the following stages of the market segmentation process would a firm need to decide whether to use a post hoc or an a priori approach to segmenting a market?

According to the VALS™ framework, consumers who are classified as _____ are predictable, and they choose familiar products and established brands.

The Hector & Gable Corporation conducted a research study and found that vacuum brick-packs of coffee sell much better in the urban uptown than coffee that is canned. As a result, Hector & Gable repackaged their Danver brand of coffee for the urban uptown and developed an advertising campaign to market them to the region. Sales of Danver coffee in this region were found to have increased by 32 percent. In this example, Hector & Gable used _____ segmentation to market its coffee.

Which of the following segmentation bases of consumer markets includes income?

Which of the following is the last stage of the market segmentation process?

_____ segmentation refers to an approach that identifies specific households in a market by focusing on local neighborhood areas to create classifications of actual, addressable, mappable neighborhoods where consumers live and shop.

Which of the following statements is true of a positioning map?

A store that sells art supplies has established the Makers segment of the VALS™ framework to be the most ideal segment to target. According to the market segmentation process, which of the following steps must the store undertake next?

In the VALS™ framework, the _____ dimension of primary motivation provides context about an individual's self-perception and worldview.

A meaningful segment is one that:

Gable Brothers Inc., is trying to find a viable market for its new brand fountain pen. After conducting a psychographic segmentation, it found that the segment of potential consumers is so small that the volume in sales would not be profitable for the company. Therefore, top management has decided to not release the product into the market. In the context of the stages of the market segmentation process, the company is currently:

The _____ dimension of the VALS™ framework segments people based on the degree to which they are innovative and have resources such as income, education, intelligence, and energy.

_____ segmentation refers to a market segmentation approach in which people are grouped into segments on the basis of research findings, and then the size of each of these groups and their demographic and psychographic profiles are determined.

What does the horizontal dimension of the VALS™ framework represent?

What is a marketable segment?

HealthPro cereal ads show the cereal being used as a topping on yogurt, as a snack food when topped with honey, and served hot as an alternative to oatmeal. In this case, HealthPro is using a positioning strategy based on:

In the context of psychographic segmentation, what does "VALS" stand for?