Exam 9: Segmentation, Targeting, and Positioning

Identify how a company that manufactures salt can use a differentiated targeting strategy.

When evaluating the attractiveness of the segment,if a segment is expected to react positively to the firm's offering,we say that the segment is

When Victoria's Secret offers different product lines,such as its Pink line,it is trying to capture the market by

When Penguin Catering Services first opened,the owner decided to target only events at resorts in its geographic region.Penguin Catering was using a(n)__________ targeting strategy.

Differences in weather and climate create opportunities for

The light beer commercial with the slogan "less filling,tastes great" was based on __________ segmentation.

College students can be a less __________ market segment because students' media habits are quite diverse and firms might have to use a wide variety of media to attract this segment.

Ronaldo wants to develop an Internet auction-based business and is working through the STP process.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to

A value proposition compares the price of a product to its benefits.

In the Circles for a Successful Value Proposition framework,the portion of the customer needs / wants circle that doesn't overlap with anything else represents

For which types of products should marketers consider using an undifferentiated targeting strategy?

When Starbucks first opened,many critics suggested,"No one will pay $4 for a cup of coffee." Starbucks's critics suggested consumers would not be __________ to the company's offerings.

Gloria is opening an upscale women's clothing store in a growing suburban residential area.Gloria knows her target market is upper-income women living within 20 miles of her store.She can't afford to purchase a PRIZM or Tapestry analysis,so she will most likely use __________ as a basis for targeting her market.

Create a positioning strategy for your school's business program.How do you want potential students to view your program?

Baby Boomers represent a huge demographic segment for travel marketers.Baby Boomers are also heavily motivated by self-fulfillment,which creates the possibility of __________ segmentation.

After assessing the market growth potential and market competitiveness for his company's baby products in Mexico,Harmon wanted to evaluate market access.To do this,Harmon would consider

Assume you are the marketing consultant for your university,which wants to focus its marketing efforts on retention of current students.You have a choice of segmenting the undergraduate student market on either a geographic or psychographic basis.What is the difference between the two? Which would you recommend,and why?

Airlines were among the first retailers to embrace loyalty segmentation when they created

PRIZM and Tapestry divide and sort small geographic areas into categories using 60 or more demographic and lifestyle characteristics.These market research tools are examples of __________ segmentation.

Marketers often employ a combination of segmentation methods,using __________ to identify and target their customers,and __________ to design products and messages to appeal to them.