Exam 4: Focusing Marketing Strategy With Segmentation and Positioning

A digital camera, a computer video-cam, and a computer scanner might compete in the same

"Good" market segments are those that are:

Marketers at General Mills found that lots of people try to check e-mail or drive a car while eating breakfast or lunch. For many of these target customers the real _____ dimension in picking a snack is whether it can be eaten "one-handed."

______________ 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.

Tom and Sally Jones are preparing to purchase a new car. He currently has a Toyota Camry and she has a Honda Accord. They now have two children under age 5, so they plan to trade in Sally's car to purchase a minivan. Sally and Tom decided on a Honda Odyssey because Sally is familiar with Hondas and thinks they are very reliable. In this purchase situation, Tom and Sally's family life cycle stage is a _____________ segmenting dimension, and the benefit Sally seeks (reliability) is a _____________ segmenting dimension.

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

A positioning analysis is a product-oriented approach.

The definition of a product-market includes a product type while the definition of a generic market does not include a product type.

Which of the following statements about "segmenting" and "combining" is TRUE?

_____ refers to how customers think about proposed or present brands in a market.

Which of the following is MOST LIKELY to be a DETERMINING dimension with respect to purchase of a particular brand of coffee?

Which of the following statements about market-oriented strategy planning is TRUE?

The combined target market approach:

When Procter and Gamble offers both Pantene and Vidal Sassoon shampoos to its customers, which target market approach is Procter and Gamble using?

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

Cost considerations usually favor more aggregating and larger market segments, but smaller segments may be required to satisfy needs more exactly.

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

Dimensions that should be looked at when segmenting consumer markets are: geographic location and other demographic characteristics, behavioral needs, urgency to get needs satisfied, and willingness to compare and shop.

Marketing-oriented managers think of segmenting as a disaggregating process.

A large firm with ample resources wants to minimize the risk of "inviting" competitors to "chip away" at its target market(s). It has segmented its broad product-market and identified several homogeneous submarkets--each of which is large enough to offer attractive sales and profit potential. Which of the following approaches should the firm use?