Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

Quality Ceramic, Inc. (QCI) defined five submarkets within its broad product-market. To obtain some economies of scale, QCI decided NOT to offer each of the submarkets a different marketing mix. Instead, it selected two submarkets whose needs are fairly similar, and is counting on promotion and minor product differences to make its one basic marketing mix appeal to both submarkets. QCI is using the

When major airlines target business travelers because they travel often and typically pay at least three times the price for a ticket as leisure travelers, these airlines are segmenting the market primarily on:

When segmenting markets, cost considerations typically encourage a company to ________ and ________.

Clustering is a technique that divides a large group of people into smaller groups, so that each small group is as diverse as the large group from which it was formed.

Jazzy Tile Co. segmented its broad product-market and decided to aim at two different segments, offering each segment a different marketing mix. Jazzy Tile Co. is following the ______________ approach.

If a product-market segment is "homogeneous within," it is called a "substantial" target market.

The first step in segmenting international markets is to group countries that are close to each other into "common markets."

Compared to a product-market, a generic market:

A market is a group of competitors selling similar products.

Which of the following is LEAST LIKELY to compete in the same generic market with the others?

International marketing typically requires less segmenting than domestic markets.

When deciding how far to carry the segmenting process,

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

When evaluating international markets, the marketing manager should:

Which of the following statements is True regarding positioning?

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.

Which of the following is NOT one of the target marketing approaches for developing market-oriented strategies in a broad product-market?

____ dimensions actually affect the customer's purchase of a specific product or brand in a product-market.

The MOST USEFUL dimensions for segmenting markets are:

Segmenting international markets can be more difficult because: