Exam 9: Segmentation, Targeting, and Positioning

Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question,"Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

When selecting a target market,firms will be most successful if they

When Talbots,an upscale women's clothing store,tries to portray an image of "traditional,conservative,and with good taste," it is appealing to its target market's

Television advertising has recently expanded to include "mini-ads," which are short ads lasting 5 to 10 seconds.These ads are most useful in advertising to men,since men are more likely than women to channel surf during commercial breaks.Given this fact,this type of advertising will be more useful to marketers engaged in __________ segmentation.

__________ segmentation is the segmentation method most directly related to value creation for consumers.

To develop psychographic segments,the marketer must understand consumers'

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club.These images are designed to appeal to consumers' __________,suggesting "be like me."

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographic segmentation

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day,Easter,and Christmas.This is an example of ________ segmentation.

Kim's Kayak Tours initially identified active retirees living in the retirement community nearby as one of its target markets.Kim then tailored her service and marketing message to the interests and schedules of that audience.Kim initially used __________ segmentation and then used __________ segmentation.

Which of these is not one of the main components of a value proposition?

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

The phrase "birds of a feather flock together" captures the idea of __________ segmentation.

Talbots,an upscale women's clothing store,targets college-educated women between 35 and 55 years old with average household income of $75,000 or more.This is a form of __________ segmentation.

When deciding how to promote his new medical oncology center,Dr.Jones decided that he did not need to throw a large grand opening reception.Instead,he promoted the center to the internal medicine doctors in the area,who were the doctors most likely to refer patients to the center.Dr.Jones was engaged in a concentrated targeting strategy.

While demographic and geographic segmentation of retail customers are relatively easy,these characteristics do not help marketers determine

Adidas Group owns Reebok and Rockport-both of which offer different types of shoes.Having a variety of brands allows adidas to use a differentiated targeting strategy to

When a marketer adjusts the marketing mix to give customers a clear,distinctive understanding of what the product does,the marketer is engaging in psychographic segmentation.

It would be logical for bathing suit marketers to use geographic segmentation.

Psychographics is the segmentation method that delves into how consumers