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Exam 9: Segmentation, Targeting, and Positioning

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Question 71

Multiple Choice

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__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

A) Geographic
B) Psychographic
C) Behavioral
D) Benefits
E) Demographic

F) A) and B)
G) B) and E)

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Question 72

Multiple Choice

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Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power.Greta is concerned with whether the segment is

A) substantial.
B) responsive.
C) profitable.
D) reachable.
E) identifiable.

F) C) and E)
G) D) and E)

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Question 73

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A laptop manufacturer is considering designing and marketing a left-handed laptop,with the keyboard rearranged to better suit left-handed people.The CEO is left-handed,and has pointed out to senior management that over 10 percent of the population is left-handed.It will be expensive to design this new model,so the laptop manufacturer wants to make sure that this is an attractive segment.For each of the five criteria of segment attractiveness,list a question the laptop manufacturer will want to consider in evaluating the attractiveness of "left-handed laptop users" as a segment.

Golden Years Vitamin Corporation targets consumers living in Florida who are over age 65.Golden Years is using __________ segmentation.

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question,"Are private food service companies allowed to deliver pizzas on the military base?"

__________ involves defining the firm's marketing mix variables so that target customers have a clear,distinctive,and desirable understanding of the firm's offerings relative to competitors' offerings.

VALS is the most widely used __________ segmentation tool.

For each target market,General Imaging Corporation,a manufacturer of imaging equipment,will engage in positioning,adjusting its marketing mix variables in order to give customers

In a perceptual map of two dimensions,how are these dimensions determined?

Kim's Kayak Tours identified active retirees living in the retirement community nearby as one of her potential target markets.She knows she can tailor her service and marketing message to the schedules and interests of this audience.How will Kim evaluate the attractiveness of this segment?

Sally is in the new marketing department of a midsized lawn and garden company.She is working on the first marketing plan the firm has ever used.She has defined the mission and objectives,and she just finished a situation analysis for the firm.The next step is to

Segmentation,targeting,and positioning involve a number of processes,many decisions and many different options.With all that effort,why are marketers so concerned with STP?

A company that sells only multigrain,low-calorie bread should use an undifferentiated targeting strategy.

A differentiated targeting strategy can allow a firm to obtain a bigger share of the overall market; this strategy

Retail store chains often use __________ data to tailor each store's assortment to the preferences of the local community.

Whenever the president of the local public university promotes the institution,he emphasizes the university's price (much lower than neighboring private colleges) and high quality.He is positioning the institution based primarily on

Beer marketers know that high school educated,working-class males from the ages of 25 to 40 make an attractive market for their products.This is a __________ segment of the beer market.

Marketers find psychographics a valuable segmentation approach.What are some of the limitations of psychographic segmentation and what can marketers do to offset those limitations?

Firms use a differentiated targeting strategy because

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.