Exam 9: Market Segmentation, Targeting, and Positioning

As Figure 9-7 above shows,there are three general bases used to segment organizational markets in the U.S. ,each having its own segmentation variables and typical breakdowns that can be used to segment them."C" describes the __________ base of segmentation.

Product features and usage rate are both variables used to employ __________ segmentation.

As Figure 9-4 above shows,there are four general categories used to segment consumer markets in the U.S. ,each having its own variables and typical breakdowns that can be used to segment them."B" describes the __________ base of segmentation.

The greatest benefit to consumers when a firm chooses a one product,multiple market segment strategy is __________.

The primary focus of Zappos' market segmentation strategy is to sell

Variables that are based on some objective physical (gender,ethnicity),measurable (age,income),or other classification attribute (occupation)of prospective customers are used in which segmentation base?

A key to effectively positioning a product or brand is discovering its perception in the minds of potential customers.To do this,companies take four steps: (1)__________; (2)discover how target customers rate competing products or brands with respect to these attributes; (3)discover where the company's product or brand is on these attributes in the minds of potential customers;and (4)reposition the company's product or brand in the minds of potential customers.

The 80/20 rule is most closely related to which basis of segmentation?

A market-product grid relates the market segments to the products offered or potential marketing actions.With respect to pillows,the most effective way to segment the pillow market would be based on __________.

Consider Figure 9-2 above.My Pillow uses infomercials and product demonstrations at events such as state fairs to market its line of pillows that are guaranteed to be "the most comfortable pillow you'll ever own!" Its market research reveals the size of each sleeper segment,as shown by both the percentages and circles.Which market-product combination should My Pillow target?

The Zappos segmentation strategy is based on

As Figure 9-4 above shows,there are four general categories used to segment consumer markets in the U.S. ,each having its own variables and typical breakdowns that can be used to segment them."D" describes the __________ base of segmentation.

What are the criteria used to select target markets?

Which of the following is a criterion used for selecting a target segment?

Which of the following statements regarding market segmentation is MOST ACCURATE?

The Nielsen PRIZM lifestyle segmentation is based on the belief that "birds of a feather flock together." This type of consumer segmentation is referred to as

Market segmentation involves aggregating prospective buyers into groups that (1)will respond similarly to a marketing action and (2)

Nielsen PRIZM segmentation classifies every household into one of 66 demographically and __________ distinct neighborhood segments to identify lifestyles and purchase behavior within a defined geographic market area,such as zip code.

Which of the following in NOT a criterion to use in forming market segments?

It is common to hold potluck meals during holidays or special events.Participants bring casseroles,vegetables,breads,beverages,and desserts to share.It is easy to forget to take the bowl that you brought to the dinner home with you.Reynolds responded to this problem by creating PotLux cookware,attractive and inexpensive disposable dishes for transporting food.Reynolds has recognized how to use __________ segmentation to segment its market.