120 notecards = 30 pages (4 cards per page)
Which of the following statements about market segmentation is true?
Establishing and communicating the distinctive benefit(s) of the company's market offering, for each target segment is called ________.
The process of selecting one or more market segments to enter is called ________.
A ________ consists of a group of customers who share a similar set of needs and wants.
Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ________ segmentation.
When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?
Regardless of the type of segmentation scheme used, the key is
adjusting the marketing program to recognize ________.
If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.
If a marketing manager segments the market into culture-oriented, sports-oriented, or outdoor-oriented groups, he or she is segmenting on the basis of ________.
Robert is the owner of an automobile manufacturing company. He calls for a board meeting and tells his directors that he wants to build a car that lets the users experience power and exhilaration. He tells them that the car must allow his users to soar from 0-60 mph in about 4 seconds. He also adds in that the price of the car must be affordable enough for anybody making a good salary. In accordance with the given scenario, Robert is trying to segment the market on the basis of ________.
If a marketing researcher uses such names (categories) as Blue Blood Estates, Winner's Circle, Hometown Retired, or Shotguns and Pickups, when doing segmentation research, the marketing researcher is using ________ clusters.
Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler.
According to PRIZM, the ________ cluster is characterized as being in their late forties and fifties, college-educated, upper-middle-class homeowners that married late, and are still raising children in comfortable suburban subdivisions and pursuing kid-centered lifestyles.
According to PRIZM, the ________ cluster is characterized by educated, midscale, and multiethnic, urbane couples in America's fast-growing cities. Concentrated in a handful of metros such as Las
According to PRIZM, the ________ cluster is characterized as the nation's tech-savvy singles and couples, living in areas typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants, and all types of bars-from juice to coffee to microbrew.
According to PRIZM, the ________ cluster is characterized by retired singles and couples, living on downscaled incomes in pre-1960 homes and apartments, who enjoy gardening, sewing, socializing at veterans clubs, and eating out at casual restaurants.
Those who favor localized marketing see national advertising as wasteful because ________.
Newlyweds in the United States buy more in the first six months than an established household does in five years. Newlyweds are an example of a(n) ________ segment.
Jose and Erika have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?
________ are products such as Kiehl's skin care and Kendall-Jackson wines that are priced between average middle-market and superpremium old luxury brands and are also based on emotions.
________ are products such as the Mercedes Benz C-class and the American Express Blue card, that
Which of the following statements about Gen Yers is true?
Rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who receive exclusive news, previews, and opportunities to win prizes. The Foo Fighters are using ________ to reach Generation Y.
If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market.
As part of an antismoking crusade, the American Legacy Foundation hires teens as the "Truth Squad" to hand out T-shirts, bandanas, and dog tags at teen-targeted events. The American Legacy Foundation is using ________ to reach Generation Y.
Which of the following statements about Gen Xers is true?
Which of the following statements accurately describes what demographers are calling the "boom-boom effect"?
________ is the science of using psychology and demographics to better understand consumers.
According to the VALS segmentation system, ________ are successful, sophisticated, active, "take-charge" people with high self-esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services.
According to the VALS segmentation system, ________ are successful, goal-oriented people who focus on career and family. They favor premium products that demonstrate success to their peers.
According to the VALS segmentation framework, consumers primarily motivated by ideals are guided by ________.
Kim is a young professional who enjoys snowboarding and going to rock concerts with her friends. According to the VALS eight-part typology segmentation system, Kim is best described as a(n) ________.
Mature and reflective people who seek durability, functionality, and value in products are most likely to be categorized as ________ in the VALS system.
A hardware store is interested in reaching people who are characterized by the VALS system as being practical, down-to-earth, and self-sufficient, who like to work with their hands, or the ________ category.
According to the VALS segmentation system, ________ are considered to be elderly, passive people who are concerned about change and are loyal to their favorite brands.
According to the VALS segmentation system, ________ are considered to be trendy and fun-loving people who are resource-constrained. They favor stylish products that emulate the purchases of those with greater material wealth.
According to the VALS segmentation system, ________ are conservative, conventional, and traditional
Dennis requests his father to buy him a PlayStation® for his birthday. With respect to consumer decision roles, which role is Dennis currently playing?
The key to attracting potential users, or even possibly nonusers, is ________.
The sale of turkeys in the United States is highest in mid-to late November, as people buy turkeys to serve at Thanksgiving. Grocery stores who specifically advertise turkeys at this time of year are segmenting on the basis of ________.
Linda was buying all her groceries from Home Needs supermarket for the past 5 years. She recently
When Amy goes shopping for clothes, she goes into every store in the mall looking for the best deal. She
Mothers-to-be are potential users who will turn into heavy users of infant products and services. By targeting mothers-to-be as future heavy users, producers of these products and services are segmenting consumers on the basis of ________.
If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can be described as being among the ________.
Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content. Pete's loyalty status is best described as ________.
A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.
A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can
If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important?
In segmenting its markets, an aluminum company first looked at which end-use market to serve: automobile, residential, or beverage containers. This is an example of ________.
A marketer is interested in segmenting a business market on ________ if the marketer intends to segment the market based on industries and geographical areas to serve.
A marketer is interested in segmenting a business market based on urgency of delivery and the size of the order. Which of the following major segmentation variables would the marketer most likely use to assist with the task?
A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would the marketer most likely use to assist with the task?
A marketer is interested in segmenting a business market on ________ if the marketer intends to eventually segment the market based on loyalty and attitudes toward risk.
A marketer interested in segmenting a business market based on ________ intends to eventually segment the market based on power structure and nature of existing relationship.
A company can be said to have used ________ if the company distinguished among customers buying on the basis of price, service, and quality.
During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem?
If an organization's marketing department wished to create "segment storyboards" to test the attractiveness of each segment's positioning strategy, this action would most likely occur in the ________ step of the segmentation process.
In the ________ step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access.
In the ________ step of the market segmentation process, the marketer determines which demographics, lifestyles, and usage behaviors make each needs-based segment distinct and identifiable.
A ________ consists of two parts: a naked solution and discretionary options.
According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program.
Anderson and Mervin have urged marketers to present flexible market offerings to all members of a segment. A flexible market offering consists of two parts. Which part contains the product and service elements that all segment members value?
If your assignment was to create a value proposition and product-price positioning strategy for each segment, based on the segment's unique customer needs and characteristics, you would be in which of the following steps of the segmentation process?
In evaluating different market segments, the firm must look at two factors: the segment's overall attractiveness and ________.
To meet the ________ criterion of useful market segments, it must be possible to formulate effective programs for attracting and serving the segments.
If married and unmarried women respond similarly to a sale on perfume, these hypothetical segments fail the ________ criterion for useful market segments.
Which of the following statements is true about the five forces identified by Michael Porter, that
In ________ marketing, the firm ignores segment differences and goes after the whole market with one offer.
If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern.
In ________ marketing, the firm operates in several market segments and designs different products for each segment.
General Motors, a leading American multinational automaker, sells cars for every purpose, purse, and personality. This is an example of ________ marketing.
Coca Cola's original marketing strategy that offered a single drink Coca Cola Classic in a single sized
Marketers usually identify niches by ________.
________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice.
Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be examples of what is called ________.
All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment's needs, a strong market presence, operating economies through specializing in production, distribution, and promotion.
When a symphony orchestra targets people who have broad cultural interests, rather than only those who regularly attend concerts, the orchestra is targeting ________.
Which of the following best represents the chief advantage of pursuing a selective specialization multisegment strategy?
The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is that ________.
With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.
Effective target marketing requires that marketers use market segmentation, market targeting, and market positioning to achieve success in the marketplace.
A market segment consists of a group of consumers who share a similar set of needs and wants.
Customer cloning is the practice of identifying the key characteristics of a market segment and then identifying multiple geographic areas where the majority of the population possesses those characteristics.
Illustrations of personality segmentation would include culture-oriented, sports-centered, or outdoor-oriented subsegments.
Local marketing reflects a growing trend called macromarketing.
A local service company has decided to segment its market based on occupation; therefore, it has chosen a form of demographic segmentation for its approach.
Beltway Boomers are the nation's tech-savvy singles and couples living in fashionable neighborhoods on the urban fringe.
Demographic variables are popular because they are often associated with consumer needs and wants and they are easy to measure.
Life stage defines a person's age.
Income always predicts the best customers for a given product.
Members of the same generational cohort share the same major cultural, political, and economic experiences and have similar outlooks and values.
Baby boomers are consumers who have been "wired" almost from birth—playing computer games, navigating the Web, downloading music, connecting with friends via instant messaging and mobile phones.
Members of Generation Y are generally open to overt branding practices and a "hard sell," making product placements in computer and video games a popular way to reach this cohort.
Unlike the more optimistic, team-oriented Gen Xers, Gen Yers are more pragmatic and individualistic.
Baby boomers are also less likely to associate retirement with "the beginning of the end" and see it instead as a new chapter in their lives with new activities, interests, careers, or even relationships.
The norms, language nuances, buying habits, and business practices of multicultural markets need to be factored into the initial formulation of a marketing strategy, rather than added as an afterthought.
Psychographics is the science of using psychology and demographics to better understand consumers.
People in the same demographic group generally exhibit similar psychographic profiles.
The main dimensions of the VALS segmentation framework are consumer motivation and consumer
In the VALS segmentation system, thinkers are characterized as being successful, sophisticated, active, "take-charge" people with high self-esteem.
Everyone who buys a given product wants the same benefits from it.
Believers favor stylish products that emulate the purchases of those with greater material wealth.
Heavy users of a particular product are often a small percentage of the market but account for a high percentage of total consumption.
With respect to loyalty status, if a consumer is loyal to two or three brands, he or she is called shifting loyal.
Hard-core loyals can show the firm which brands are most competitive with its own.
Door-to-door workers in a political campaign use attitude to determine how much time to spend with each voter.
Purchasing approaches segmentation variables in the business marketplace include technology, user and nonuser status, and general purchasing policies.
Situational factor segmentation variables in the business marketplace include urgency, specific application, and size of order.
The last step in the seven-step marketing segmentation process would be to develop a marketing-mix strategy reflective of segment positioning strategies.
To be useful, market segments must be measurable.
With respect to market offerings, if a marketer emphasizes a naked solution, he or she is emphasizing the product and service elements that all segment members value.
The most attractive segment is one in which entry barriers are low and exit barriers are high.
A segment is attractive when there are actual or potential substitutes for the product.
A segment is unattractive if the company's suppliers are able to raise prices or reduce quantity supplied.
An undifferentiated marketing approach to full market coverage designs a marketing program for a product with a superior image that can be sold to the broadest number of buyers.
An attractive niche consists of customers having a distinct set of needs.
The ultimate level of segmentation leads to "segments of one," "customized marketing," or "one-to-one marketing."
Companies following a market specialization strategy offer one product to as many markets as possible.
A company is customerized when it is able to respond to individual customers by customizing its products, services, and messages on a one-to-one basis.
All attempts to target marketing to children, minorities, or other special segments are discriminatory and unethical.