Chapter 9 Marketing

undifferentiated

When everyone might be considered a potential user of its product, a firm likely uses a(n) ______ targeting strategy.

value proposition

A positioning strategy can help communicate the firm's or the product's _______, the unique value that a product or service provides to its customers, and how it is better than and different form those of competitors.

undifferentiated

A(n) ________ strategy is used for many basic commodities, such as salt or sugar, where the products are perceived to provide similar benefits to most consumers.

geodemographic

Because consumers in the same neighborhoods tend to buy the same types of cars, appliances, and apparel and shop at the same types of retailers, _______ segmentation can help retailers to tailor each store's assortment to the preferences of the local community.

occasion

Behavioral segmentation based on when a product or service is purchased or consumed is called _______ segmentation.

Symbols

Colonel Sanders, the Jolly Green Giant, the Gerber Baby, and Tony the Tiger are all examples of which positioning tool?

Differentiated

Condé Nast has more than 20 niche magazines focused on different aspects of life. Which targeting strategy is it using?

responsive

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's offering. In other words, the segment must be _______.

Substantial

If a market is too small or its buying power insignificant, that market would fail to meet which criteria for evaluating market attractiveness?

overlaps with customer needs without overlapping with competitors' offerings

In determining the value proposition, the best situation is when a firm's product offering ________.

Profitable

Market growth (current size and expected growth rate), market competitiveness (number of competitors, entry barriers, and product substitutes), and market access are all important factors in analyzing which criteria?

reachable

Marketers use persuasive communications and product distribution in an effort to make sure its market is _______.

Identifiable

What is the first stage in determining whether a segment is attractive and, therefore, worth pursuing?

micromarketing

When a firm tailors a product or service to suit an individual customer's wants or needs, it is undertaking _______.

concentrated

When an organization selects a single, primary target market and focuses all its energies on providing a product to fit that market's needs, it is using a(n) ________ targeting strategy.

Market share

Which of the following is NOT a method that firms use to position products?

Cognitive dissonance

Which of the following is NOT one of the three segments involved in determining psychographics?

Market positioning

________ involves a process of defining the marketing mix variables so that target customers have a clear, distinctive, desirable understanding of what the product does or represents in comparison with competing products.

Geographic

__________ segmentation organizes customers into groups on the basis of where they live.