MKT CH10

Which business segmentation variable is defined as share of total purchases?

Loyalty

Consumers classified by __________ segmentation are asked to relate their level of agreement with statements about how they feel about aspects of the category being studied.

needs

A __________ defines the market based on consumer perceptions of attributes, or characteristics, of competing products.

perceptual map

Which of the following types of questions are examples of strategic questions?

"Who" and "where" questions

When selecting a target, the __________ of the segment is determined by the level of competition within the segment and the various strategies used by the brands competing in the segment.

attractiveness

With __________ segmentation, markets can be segmented into nonusers, ex-users, potential users, first-time users, and regular users of a product.

behavioral

To qualify as a true market segment, a group should follow all of the criteria EXCEPT:

being affluent

A __________ is a summary of what your brand offers to the market.

brand position statement

Which of the following best describes mass marketing?

Communicating a product or service message to as broad a group as possible with the purpose of positively influencing sales

__________ is a recent development that optimizes the online advertising potential for products and services.

Behavioral targeting

What is the basis for experiential positioning?

Brand characteristics that stimulate sensory or emotional connections with customers

__________ marketing looks at individuals with similar life experiences at different times in their life history.

Cohort

Which of the following describes demographic segmentation?

Dividing the market into groups based on criteria such as age, gender, family size, income, and occupation

__________ is the placement of a product or service offering in the minds of consumer targets.

Positioning

Which of the following best describes segmentation?

The division of consumer markets into meaningful and distinct customer groups.

What is the definition of search engine optimization?

The process of enhancing website traffic through either organic or compensated means

Which market coverage strategy is typically most successful when used in a market with limited or no competition or when the product or service has wide appeal and the market is rapidly growing?

Undifferentiated marketing

The differences in consumer wants, needs, perceptions, values, and expectations form the foundation for __________.

segmentation

The process of evaluating and selecting the most viable market segment to enter is called __________.

targeting

The benefit of a(n) __________ strategy is that it can be cost-effective because a limited portfolio results in reduced production, advertising, research, inventory, and shipping costs.

undifferentiated