Chapter 7 (3250)

A segment is less attractive if it ________.

Already contains many strong and aggressive competitors

Market segments that can be effectively reached and served are ________.

Accessible

Consumers who show their allegiance to brands, stores, or companies help marketers to segment consumers by their ________.

Degree of loyalty

________, which divides the market into segments based on variables such as age, life-cycle stage, and gender, is the most commonly used approach to segmenting consumer markets.

Demographic segmentation

________ marketing is more suited for products that vary in design.

Differentiated

A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each is known as ________.

Differentiated marketing

P&G markets at least six different laundry detergent brands in the United States (Tide, Gain, Cheer, Era, Dreft, and Bold), which compete with each other on supermarket shelves. P&G further segments each detergent brand to serve even narrower niches. This is an example of a(n) ________.

Differentiated marketing strategy

________ consists of evaluating each market segment's attractiveness and selecting one or more segments to enter.

Market targeting

Traditionally, marketing was not focused on specific buyers but marketers were scattering their marketing efforts through ________, which is more of a "shotgun" approach.

Mass marketing

________ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.

Psychographic

________ divides buyers into different segments based on social class, lifestyle, or personality characteristics.

Psychographic segmentation

Stores such as Walmart, Best Buy, PetSmart, David's Bridal, and DSW Shoes use ________ positioning.

Same for less

A brand's ________ represents the full mix of benefits on which a brand is differentiated and positioned and is the answer to the customer's question, "Why should I buy your brand?"

Unique selling proposition

The full mix of benefits on which a brand is differentiated and positioned is known as the brand's ________.

Value proposition

A ________ illustrates consumer views of brands versus those of competing products on important buying dimensions.

positioning map