Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

______________ segmenting dimensions are those which actually affect a person's purchase of a specific product type or brand in a product-market.

Which of the following is a consumer market demographic dimension?

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

Combiners

According to the text, segmenting should be viewed as a(n) ______________ process.

Which of the following is a consumer market demographic dimension?

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

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

Watson's Bakery found five different market segments among customers for its bakery goods. When developing a market-oriented strategy, the marketing manager used a ____ approach, putting two target markets together and developing a single marketing mix that would meet the needs of the new larger segment.

Which of the following is a BEHAVIORAL segmenting dimension?

A "market" consists of:

The main difference between naming broad product-markets and market segmentation is:

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

When a company segments its business customers on the basis of whether or not they require contract bids over the Internet, what segmenting dimension is this company 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

The combined target market approach involves segmenting the market and choosing two or more segments, then treating each as a separate target market needing a different marketing mix.

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.

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

A generic market is one in which

Which of the following is NOT part of a product-market definition?