CH 9 MKT STP

Differentiated

Proctor and Gamble offers Pantene, Head and Shoulders, Aussie, and Wella shampoos.

unreachable

Even if a firm has developed a product that addresses the needs of a specific, substantial market segment, its efforts will fail if the segment is ______.

Benefit

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

Demographic

When Kellogg's introduced Special K, the marketing communications about the product were meant to primarily appeal to women. This is an example of ______ segmentation.

Micromarketing

When a firm adapts a product or service to meet an individual customer's wants or needs, it is undertaking an extreme targeting strategy called ______.

substantial

Once a firm is able to identify the market and is able to design products or services to meet its needs, the next step is to determine if the market size is ______.

reach

Persuasive communications and accurate product distribution are techniques used by firms to ______ market segments.

1)establish strategy/ objectives 2)use segmentation methods 3) evaluate segment attractiveness 4)select target market 5)identify &develop positioning strategy

Place the steps in the segmentation, targeting, and positioning process in order, with the first step at the top.

predict consumer wants and needs poorly

Sometimes, firms find it difficult to use demographics in their segmentation strategies. This is because in some cases demographics ______.

Behavioral

Southwest Airlines promotes its Rapid Rewards program to reward frequent flyers with benefits like free travel vouchers, priority seating, and premium beverages. This is an example of ______ segmentation

*Its mission and objectives *Its current situation

When establishing its overall segmentation strategy or objectives, what must the firm keep in mind? (Choose every correct answer.)

undifferentiated

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

*benefits *Lifestyles

When marketers combine segmentation methods, which approaches do they typically use to design a product or service? (Check all that apply.)

Determine whether the segment is worth pursuing

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

*Sense of belonging *Self-respect *Self-fulfillment

Which of the following are examples of self-values?

*Geographic *Benefits *Psychographic

Which of the following are marketing segmentation approaches? (Check all that apply.)

*Differentiated *Concentrated *Micromaking *Undifferentiated

Which of the following are targeting strategies?

product

Which of the following is NOT a market segmentation approach?

The company offers some of its chocolates in heart-shaped boxes for Valentine's Day.

Which of the following is an example of occasion segmentation for a chocolate maker

Micromarketing

A florist designs bouquets for a bride and five attendants.

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

Which of the following is an example of geographic segmentation?

concentrated

By selecting only senior women golfers as its target and focusing all of its efforts on making products that fit these women's needs, a firm is using a(n) ____________ targeting marketing strategy

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

How does developing descriptions of each market segment help firms? (Choose every correct answer

third

STP analysis occurs during which step of the marketing planning process?

Describe

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

Market segmentation

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

Consumer's

A perceptual map is used in developing a positioning strategy in order to display the position of the products or brands in the ______ mind.

Occasion

A clothing company that offers a special line of maternity clothing for women to wear specifically during pregnancy engages in which form of segmentation?

true

A firm assesses attractiveness of a target market and its own competencies using a SWOT analysis.

undifferentiated

A firm produces basic commodities like sugar, milk, and packaged ice.

Single

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

Psychographic

A luxury car company that markets its products to consumers who have a strong need to project an image of power and success uses which method of market segmentation?

segmentation, targeting, and positioning

A successful marketing plan requires identifying and evaluating opportunities by performing an STP analysis, which stands for ______.

To help understand the profile of each segment

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

Demographic

Age, gender, and income are all examples of ______ segmentation variables.

Concentrated

An infomercial firm sells a gadget to better fry and flip eggs in cooking.

Self-image

Another term for self-concept is ______.

______ segmentation forms market segments based on the way consumers use a product, such as more frequently or with greater loyalty

Behavioral

Communication

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

Psychographic

Daniel joins a kayaking club. He purchases the necessary equipment and searches online for kayaking videos and researches local rivers and lakes. He begins to see banner ads for companies that sell kayaking and other outdoor gear. This is an example of ______ segmentation based on his lifestyle.

Occasion

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 ______ segmentation.

Salient attributes Symbols Value

Firms position products based on which of the following?

the value proposition, salient attributes, symbols, and competition

Firms position their products based on methods such as ______.

An athletic shoe manufacturer

For which of the following companies would demographic segmentation be the LEAST useful?

geodempgraphic

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 ______ segmentation.

Differentiated

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?

small; insignificant

If a market is too ______ or if its buying power is ______, it won't generate sufficient profits or be able to support the marketing mix activities.

Loyalty

In light of the high costs associated with finding new customers who feel that a brand can meet their relevant needs and are willing to exclude competitors, today's companies are using ______ segmentation and investing in initiatives to retain their most profitable customers.

similarities; differences

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

geographic segmentation

Market differences across regions, states, or neighborhoods create opportunities for ______.

have a clear, distinctive understanding of the product

Market positioning involves a process of defining the marketing mix variables so that the target customers ______.

competing

Market positioning is done so that the target customers have an understanding of the product offered by the company in comparison with ______ products.

Demographic

Marketers sometimes take into account that as people age, their needs change. This is an example of ______ segmentation.

Geographic

McDonald's promotes coffee in cold, rainy Seattle and seasonal seafood meals, including lobster and crab, in select markets like New England. This is an example of ______ segmentation.

Behavioral

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?

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).

Lifestyle

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

True

True or False: Lifestyles are a component of psychographic segmentation that describes how an individual lives his or her life to achieve goals.

Monopoly Monopolistic competition

Under which market situations would a firm be most likely to sustain a unique value proposition over the long term?

Price and Quality

Value is a popular positioning method and is the most important consideration for consumers when they make a purchase decision based on ______.

True

Value is a popular positioning method because the relationship between price and quality is important to consumers.

It communicates the customer benefits provided by a product or service.

What does the value proposition do for marketers?

perceptual map

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

*The opportunity to augment existing products or services *The opportunity to create new products or services

What marketing opportunities does a firm have when customer needs are unmet?

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.

undifferentiated

When a firm sells products that meet the needs of many kinds of customers, it will most likely use a(n) ______ targeting strategy because there is little need to formulate different strategies for different groups.

*It is considered an extreme form of segmentation. *It is also known as one-to-one marketing *It involves customizing a product or service

Which of the following statements are true concerning micromarketing? (Choose every correct answer.)

Psychographic

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

Competitors will encroach on the firm's value proposition by copying important product or service attributes.

Why are successful brands unable to realize enduring success in meeting consumer demands?

self-values

______ are goals for life, not just the goals one wants to accomplish in a day. They are the overriding desires that drive how a person lives his or her life.

self-concept

______ is the image people ideally have of themselves.

occassion

_________________ 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.

Occasions

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.