CH. 7

When an effective program can be designed for attracting and serving a particular segment, the segment is best described as ________.

actionable

Which of the following is LEAST relevant when a firm evaluates different market segments?

core competencies of competitors

A ________ refers to the way a product is defined by consumers on important attributes—the place the product occupies in consumers' minds relative to competing products.

product position

An American cola-manufacturing company that primarily targets rebellious and adventurous people most likely uses ________ segmentation.

psychographic

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

same for less

While Jenkins Stationeries was selling branded stationery at premium prices, Pembroke Stationeries, a store across the street, was selling the same branded stationery at discount prices. Which of the following value propositions best describes Pembroke's product positioning?

same for less

In the context of behavioral segmentation, who among the following is a potential user?

Anita, who recently had a baby

Which of the following is true about the concentrated marketing strategy?

Companies that rely on a few segments for all of their business will suffer if a segment turns sour.

________ positioning involves meeting consumers' lower performance or quality requirements at a much lower price.

Less for much less

To the extent that a company can differentiate and position itself as providing superior customer value, it gains ________.

competitive advantage

________ involves actually distinguishing the firm's market offering to create superior customer value.

differentation

________ segments are conceptually distinguishable and respond differently to different marketing mix elements and programs.

differentiable

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

Gilron Holidays runs a premium membership club that caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts on select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________ segmentation approach.

income

Jean Malone, a market researcher, recently found that most people in Bradburg County purchase automobiles with predominantly functional designs and prefer darker colors. Which of the following marketing strategies should Jean most likely recommend to an automobile dealer interested in opening a dealership in Bradburg County?

indifferentiated

Venus Inc., a company designing and marketing branded diamond jewelry, targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries. This is an example of ________ segmentation.

intermarket

Teen Mania Inc., a company marketing adventure sports merchandise for teenagers, targets the world's teenagers, who have similar needs and buying behavior even though they are located in different countries. Which of the following market segmentation is evident here?

intermarket segmentation

When a company customizes its merchandise store by store to meet shopper needs, it is practicing ________ marketing.

local

When order requests come in, the designers of Titus Furniture often go to a client's location to note their requirements, budget, and expected date of delivery. In this way, Titus Furniture is successful in tailor-making products for its customers. This is an example of ________.

mass customization

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

micromarketing

Malcolm Sanders, a graduate student from Boston, makes customized snowboards for local snowboarding enthusiasts. The demand for snowboards peaks during the winter months, a busy time for Malcolm. He advertises more aggressively and sells most of his snowboards around this time. Which market segmentation approach does Malcolm most likely use?

occasion segmentation

Apex describes its clothing line as, "Elegance and attitude, now as one. For the daily office-goer, who takes pride in what he or she wears everyday, Apex makes sure you get noticed." This exemplifies a ________.

positioning statement

A market segment that is large enough or profitable enough to serve is ________.

substantial

Shine Enterprises mass produces an all-purpose floor cleaner that is aimed at the whole market. This firm uses a(n) ________ marketing strategy.

undifferentiated

Which of the following refers to a behavioral segmentation variable that involves segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product?

user satus