Chapter 6

gender segmentation

divide based on gender

behavioral segmentation

divide market based on consumer knowledge, attitudes, uses of a product, or responses to a product

demographic segmentation

divide market based on variables like age, income, occupation

Geographic segmentation

divide market into nations, states, regions, counties

value proposition

full positioning of a brand -- the full mix of benefits on which it is differentiated and positioned

Mass marketing vs. segmented marketing

go after whole market w/ one offer vs. target several market segments with separate offers for each

promoting points of difference

important- diff delivers a highly valued benefit to target buyers distinctive- company can offer in more distinctive way superior-difference is superior to other ways customers might obtain the same benefit communicable- difference visible preemptive- competition cannot easily copy the difference affordable- buyers can afford to pay for difference profitable- company can introduce the difference profitably

STP

segmenting - divide total market into smaller segments targeting - evaluating market segment's attractiveness and selecting one or more of them to serve. positioning - arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in minds of target customers

micromarketing

tailoring products and marketing programs the needs and wants of specific individuals and local customer segments. it includes local & individual marketing

C. demographic

​H2Coast, an automobile​ manufacturer, produces​ fuel-efficient hybrid vehicles that are targeted toward​ middle-income consumer groups. H2Coast most likely segments the consumer market based on​ ________ variables. A. universal B. behavioral C. demographic D. psychographic E. geographic

B. psychographic

Dividing buyers into groups based on social​ class, lifestyle, or personality characteristics is called​ ________ segmentation. A. age and life cycle B. psychographic C. user status D. behavioral E. geographic

E. local marketing

Grocers in neighborhoods with a large Hispanic population typically carry more brands that Hispanic consumers prefer than grocers in other neighborhoods. This is an example of​ ________. A. undifferentiated marketing B. differentiated marketing C. concentrated marketing D. individual marketing E. local marketing

D. preemptive

If competitors cannot easily copy the benefit a company chooses to​ promote, that benefit is said to be​ _________. A. superior B. distinctive C. profitable D. preemptive E. affordable

E. micromarketing

Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of​ ____________. A. concentrated marketing B. differentiated marketing C. undifferentiated marketing D. segmented marketing E. micromarketing

E. Psychographics

Which of the following is a variable used to segment consumer buyers that is not used to segment business​ buyers? A. Personal characteristics B. Operating characteristics C. Situational factors D. Purchasing approaches E. Psychographics

B. Gender

Which type of market segmentation has long been used in​ clothing, cosmetics,​ toiletries, and​ magazines? A. Occasion B. Gender C. Benefits sought D. Income E. Usage rate

D. Services differentiation

Your local pizzeria promises​ "Delivery in 30 minutes or less or the pizza is​ free." What point of differentiation is​ this? A. Channel differentiation B. People differentiation C. Image differentiation D. Services differentiation E. Product differentiation

competitive advantage

any advantage over competitors gained by offering greater customer value, either by lower prices or providing more benefits that justify higher prices

A. Geography

Byron Tied 2 Bowties groups its customers by regions in the United​ States, such as​ Midwest, Northeast, and Southwest. For each​ region, Byron Tied 2 Bowties creates a different set of advertisements and promotions. On which of the following segmentation variables does the firm divide its​ market? A. Geography B. Behavior C. Demographics D. Benefits sought E. Personality

C. occasion

Firms that manufacture seasonal products target their consumers primarily through​ ________ segmentation. A. age and life cycle B. demographic C. occasion D. psychographic E. income

C. unique selling proposition

Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as​ a(n) ________. A. unique difference proposition B. unique benefit proposition C. unique selling proposition D. unique product proposition E. unique position proposition

E. New entrants finding it easy to enter the segment

Which of the following would make a segment less attractive to​ enter? A. Very few substitute products B. A lack of aggressive competitors C. Buyers with weak bargaining power D. Suppliers with weak bargaining power E. New entrants finding it easy to enter the segment

psychographic segmentation

divide market based on social class, lifestyle, or personality characteristics

niche marketing

market-coverage strategy where firm goes after large share of one or few segments or niches

D. Positioning

​______ consists of arranging for a market offering to occupy a​ clear, distinctive, and desirable place relative to competing products in the minds of target consumers. A. Differentiation B. Mass marketing C. Market segmentation D. Positioning E. Market targeting

B. Market segmenting

​________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies. A. Mass marketing B. Market segmenting C. Positioning D. Differentiation E. Market targeting

B. Perceptual positioning maps

​__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions. A. Competitive maps B. Perceptual positioning maps C. Target segment maps D. Psychographic maps E. Competitively positioned maps