Marketing- Chapter 6

usage rate

Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation.

micromarketing

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________.

market segmentation, market targeting, differentiation, and positioning

Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy?

They are used to analyze consumer perceptions of a brand relative to competing products.

Which of the following is true of perceptual positioning maps?

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.

Psychographic

________ segmentation factors divide buyers into different groups based on social class, lifestyle, or personality characteristics.

market segmentation

_________ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior.

competitors cannot easier copy the differences

A brand difference is said to be preemptive if ________.

knowledge of a customers needs

A successful niche marketing strategy relies on a firm's ________.

behavioral

Dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a product is called ________ segmentation.

undifferentiated

Although not recommended, some marketers decide to ignore market segmentation and target the whole market with one offer. This is known as ________ marketing.

geographic

Gulf Coast, a wholesale shrimp distributor, groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Gulf Coast tailors a different set of advertisements and promotions. The supplier is segmenting its market according to ________.

demographic

Harry's caters to the clothing needs of men, manufacturing two different lines of fashion based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged men, and the other line targets younger, up-and-coming professionals. Harry's most likely segments the consumer market based on ________ variables.

are easier to measure than other variables

One reason demographic variables are the most popular bases for segmenting customer groups is because they ________.

differentiated

Port Orleans Shipping markets different services to the tourism, defense, and trade segments. The firm designs separate offers for each segment based on their needs. This approach is called ________ marketing.