Chapter 7 Marketing

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

_____ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses to a product

behavioral

toothpastes claim that they "whiten teeth" "fight bad breath" and "reduces plaque." Which base of segmentation is being used in this example

benefits sought

a colleague wants to evaluate the attractiveness of a particular market segment. which of the following would be good advice for your colleague

carefully consider the degree of competition and ease of entry into the segment

amazon on geico set themselves apart with their smooth-functioning direct delivery strategy referred to as ____ differentiation

channel

anythinglefthanded.com.uk only sells products designed for left-handed people. which targeting strategy is it using

concentrated marketing

instead of going after a small share of a large market, a firm goes after a large share of a smaller niche segment. This type of marketing strategy is known as

concentrated marketing

which of the following statements regarding segmentation is correct?

consumer and business marketers use many similar variables, but business marketers use additional variables to segment their markets

which of the following statements about segmentation is true?

different segments might require different marketing strategies or mixes

if men and women respond simliarly to the same marketing mix, they do not constitute different segments. Gender would be be effective in this example because the segment is not

differentiable

a company can differentiate itself from competitors using symbols such as mcdonalds Golden Arches, twitters bird, and the nike swoosh. which type of differentiation is this?

image differentiation

the Westin Stamford hotel in Singapore failed when it once when it once advertised itself as the worlds tallest hotel. the difference was not worth establishing because it does not satisfy which of the following criteria

important

on the m&m's website, users can place customer orders for M&M's. 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 here?

individual marketing

one important consideration in using a differentiated targeting strategy is that _____

it can increase costs

the process of evaluating each market segments attractiveness and selecting one or more market segments to enter is called ______

market targeting

which value proposition is difficult to sustain the long run

more for less

____ segmentation divides buyers into different segments based on lifestyle or personality characteristics

psychographic

when marketers target segments such as sports fans, do-it-yourselfers, commuters and wine enthusiasts, which base of segmentation are they using

psychographic segmentation

the step in designing a customer value-driven marketing strategy in which a company divides a market into distinct groups of buyers is known as market _____

segmentation

market ___ evaluates each market segment's attractiveness and selects one or more segments to serve

targeting

the winning value proposition by discount stores such as Walmart and Best Buy can be categorized as _____

the same for less

what is the purpose of differentiation

to create superior customer value

what are perceptual positioning maps used for

to show consumer perceptions of different brands on important buying dimensions

using a(n) ____ marketing strategy, a firm might decide to ignore market segment differences

undifferentiated