Marketing Ch 7
What is positioning?
Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customers
Which of the following statements regarding demographic segmentation is correct?
Consumer needs, wants, and usage rates vary closely with demographic variables
On the My M&Ms website buyers can place custom orders for M&Ms. They can choose their own colors, put a personalized text message on the candies, and even upload a photo to be placed on each M&M. Which targeting strategy is M&M using for My M&Ms?
Individual Marketing
What is the overall purpose of differentiation?
To create superior customer value
Fitbit makes health and fitness tracking devices. Some buyers want very basic fitness tracking such as steps taken and calories consumed. Others are focused on high performance and want heart rate and sleep monitoring, text notification, and wireless sync to their smart phone. In serving these two very different groups, Fitbit is using __________ segmentation.
benefits sought
When segmenting international markets, markets can be grouped according to language, religion, customs, and values. This type of segmentation is based on __________ factors.
cultural
When segmenting international markets, marketers often can form segments of consumers who have similar needs and buying behaviors even though they are located in different countries. This is called __________.
intermarket segmentation
What are the three broad targeting strategies used by marketers?
mass marketing, differentiated marketing, and micromarketing
Which of the following statements regarding positioning is correct?
positions must adapt over time to meet changing consumer needs
The full mix of benefits on which a brand is differentiated and positioned is called a(n) __________.
value proposition
