BA 370 CH. 9 Connect HW

Which of the following is NOT a market segmentation approach?

Product

Which of the following steps are part of the segmentation, targeting, and positioning process?

Evaluating segment attractiveness Selecting target market Establish strategy or objectives

What is used to display, in two or more dimensions, the positions of products or brands in the consumer's mind?

Perceptual map

What type of segmentation categorizes consumers on the basis of the outcomes they hope to derive from a product or service?

benefit

When marketers combine segmentation methods, which approaches do they typically use to design a product or service?

benefits lifestyles

Benefit segmentation is often effective because it is relatively easy to portray a product's or service's benefits in the firm's Blank______ strategies.

communication

________________ segmentation variables include age, income, and gender.

demographic

Psychographics is a segmentation method that delves into how consumers actually Blank______ themselves.

describe

Q: The ________ segmentation method is most closely related to providing value by satisfying customers' needs and wants.

A: benefit

How does developing descriptions of each market segment help firms?

By identifying differences across market segments. By identifying similarities within market segments.

Place the steps in the segmentation, targeting, and positioning (STP) process in their conventional order, with the first step at the top.

1) Establish strategy or objectives 2) Use segmentation methods 3) Evaluate segment attractiveness 4) Select target market 5) Identify and develop positioning strategy

Which of the following is an example of geographic segmentation?

A ski and snowboard equipment manufacturer markets its goods in states that have snowy mountains and ski resorts.

Q: ________ is a tool used to visually display how consumers perceive the position of products or brands in the market on different dimensions relative to competitors.

A: a perceptual map

Q: Lawn care products manufacturer Scotts has developed easy-to-follow, annual lawn care programs to help homeowners develop thick, green lawns that will combat weeds, insects, and diseases. The specific steps that must be used and their timing vary based on climate. What type of segmentation should Scotts use as the basis to design these programs?

A: geographic

Q: A manufacturer of hats concentrates all its efforts on cost containment by offering the product in only one size but in a variety of colors, using a one-size-fits-all approach. This involves a ________ targeting strategy.

A: mass marketing

Q: Lands' End allows customers buying shirts to choose from a variety of fabrics and types of collar and sleeve based on the customer's specific measurements, capitalizing on new technologies to mass customize its products and services. This is an example of

A: micromarketing

Q: Market growth, market competitiveness, and market access are all important factors in analyzing if a segmentation strategy is

A: profitable

Q: Jodi describes herself as having a strong need to belong to a group, which motivates her to seek out activities that involve others. Marketers would use this type of information when developing ________ segments.

A: psychographic

Q: ________ segmentation delves into how consumers actually describe themselves.

A: psychographic

When marketers seek to evaluate market attractiveness, what must they do first?

Determine whether the segment is worth pursuing

When establishing its overall segmentation strategy or objectives, what must the firm keep in mind?

Its current situation Its mission and objectives

What analytical method does a firm typically employ to assess the target market and its own competencies?

SWOT analysis

Which of the following are examples of self-values?

The need for a sense of belonging The need for self-fulfillment The need for self-respect

After establishing overall objectives, why do marketers then use a particular method or combination thereof to identify and describe market segments?

To help understand the profile of each segment

The third step of the market segmentation process is to evaluate segment ________________, which is based on such criteria as its profitability, responsiveness, and reachability.

attractiveness

Suppose that Coca-Cola were to divide its market up into segments based on the amount of soda consumers drink (heavy, medium, and occasional soda drinkers). What type of segmentation does this represent?

behavioral

When a firm offers customers a loyalty card for car washes, the firm is employing loyalty segmentation, one of two common types of ___________________ segmentation.

behavioral

If a handbag manufacturer offers three different purses (a budget-conscious version, a slightly higher-end version, and a luxury version) to three different target markets, which targeting strategy is it using?

differentiated

It is important to ensure that segments are distinct from one another because too much overlap between segments means that Blank______.

distinct marketing strategies are not necessary to meet segment members' needs

Foster Designs sells different types of clothing for men and women. To ensure the retail store locations contain the appropriate assortment of clothing for the typical customer living in the area, the firm should use Blank______ segmentation.

geodemographic

Segmentation that uses a combination of geographic, demographic, and lifestyle characteristics to classify consumers who may patronize stores close to their neighborhood is called Blank______ segmentation.

geodemographic

Which of the following are marketing segmentation approaches?

geographic demographic psychographic benefit behavioral

Grouping a market by country, region (northeast, southeast), or areas within a region is known as ____________________ segmentation.

geographical

The component of segmentation that is determined by how we live our lives to achieve goals is called Blank______.

lifestyle

The process of dividing the market into groups of customers who have different needs, wants, or characteristics is called Blank______.

market segmentation

Because each segmentation method has its unique advantages and disadvantages, most firms often employ Blank______ methods.

multiple

Ellie's Deli offers good sandwiches and fast service to its lunchtime customers from a nearby university. It also delivers the same sandwiches packaged with side dishes as part of its catering services. This is an example of Blank______ segmentation.

occasion

_____________ segmentation is a very specific form of behavioral segmentation by which segments are formed based on when a product or service is purchased or consumed.

occasion

Loyal customers buy a substantial amount from the firm. These loyal customers are the most Blank______ in the long term to the firm.

profitable

While some segmentation methods rely on external descriptions and factors to break down the market, Blank______ segmentation relies on consumers' descriptions of themselves.

psychographic

The Blank______ strategy must be consistent with and derived from the firm's mission and objectives, as well as its current situation—its strengths, weaknesses, opportunities, and threats (SWOT).

segmentation

The ____________ strategy must be consistent with and derived from the firm's mission and objectives, as well as its current situation—its strengths, weaknesses, opportunities, and threats (SWOT).

segmentation

______ is the image people ideally have of themselves.

self-concept

The overriding desires that drive how a person lives his or her life are ______.

self-values

Individuals in different segments should have ____________ within the segment and ____________ across the segments.

similarities; differences

A firm using a concentrated segmentation strategy selects a(n) Blank______ target market and focuses all its energies on providing a product to fit that market's needs.

single

Firms position their products based on methods such as

the value proposition, salient attributes, symbols, and competition

When everyone is considered a potential user of its product, a firm should use a(n) Blank______ targeting strategy.

undifferentiated

Q: For segmentation strategy to be successful, the customers in the segment must react similarly and positively to firm's offering, corresponding to which of the following criteria for evaluating segment attractiveness?

A: responsive

Q: After some preliminary research in 2000, Unilever's Dove soap brand initiated its Campaign for Real Beauty campaign. This tactic relates to women's

A: self-concept

Firms using a(n) _______________ targeting strategy direct their efforts to several market segments with distinct brands and product offerings for each segment.

differentiated