CH 9 MKT STP
Differentiated
Proctor and Gamble offers Pantene, Head and Shoulders, Aussie, and Wella shampoos.
unreachable
Even if a firm has developed a product that addresses the needs of a specific, substantial market segment, its efforts will fail if the segment is ______.
Benefit
What type of segmentation categorizes consumers on the basis of the outcomes they hope to derive from a product or service?
Demographic
When Kellogg's introduced Special K, the marketing communications about the product were meant to primarily appeal to women. This is an example of ______ segmentation.
Micromarketing
When a firm adapts a product or service to meet an individual customer's wants or needs, it is undertaking an extreme targeting strategy called ______.
substantial
Once a firm is able to identify the market and is able to design products or services to meet its needs, the next step is to determine if the market size is ______.
reach
Persuasive communications and accurate product distribution are techniques used by firms to ______ market segments.
1)establish strategy/ objectives 2)use segmentation methods 3) evaluate segment attractiveness 4)select target market 5)identify &develop positioning strategy
Place the steps in the segmentation, targeting, and positioning process in order, with the first step at the top.
predict consumer wants and needs poorly
Sometimes, firms find it difficult to use demographics in their segmentation strategies. This is because in some cases demographics ______.
Behavioral
Southwest Airlines promotes its Rapid Rewards program to reward frequent flyers with benefits like free travel vouchers, priority seating, and premium beverages. This is an example of ______ segmentation
*Its mission and objectives *Its current situation
When establishing its overall segmentation strategy or objectives, what must the firm keep in mind? (Choose every correct answer.)
undifferentiated
When everyone is considered a potential user of its product, a firm should use a(n) ______ targeting strategy.
*benefits *Lifestyles
When marketers combine segmentation methods, which approaches do they typically use to design a product or service? (Check all that apply.)
Determine whether the segment is worth pursuing
When marketers seek to evaluate market attractiveness, what must they do first?
*Sense of belonging *Self-respect *Self-fulfillment
Which of the following are examples of self-values?
*Geographic *Benefits *Psychographic
Which of the following are marketing segmentation approaches? (Check all that apply.)
*Differentiated *Concentrated *Micromaking *Undifferentiated
Which of the following are targeting strategies?
product
Which of the following is NOT a market segmentation approach?
The company offers some of its chocolates in heart-shaped boxes for Valentine's Day.
Which of the following is an example of occasion segmentation for a chocolate maker
Micromarketing
A florist designs bouquets for a bride and five attendants.
A ski and snowboard equipment manufacturer markets its goods in states that have snowy mountains and ski resorts.
Which of the following is an example of geographic segmentation?
concentrated
By selecting only senior women golfers as its target and focusing all of its efforts on making products that fit these women's needs, a firm is using a(n) ____________ targeting marketing strategy
*By identifying differences across market segments *By identifying similarities within market segments
How does developing descriptions of each market segment help firms? (Choose every correct answer
third
STP analysis occurs during which step of the marketing planning process?
Describe
Psychographics is a segmentation method that delves into how consumers actually ______ themselves.
Market segmentation
The process of dividing the market into groups of customers who have different needs, wants, or characteristics is called ______.
Consumer's
A perceptual map is used in developing a positioning strategy in order to display the position of the products or brands in the ______ mind.
Occasion
A clothing company that offers a special line of maternity clothing for women to wear specifically during pregnancy engages in which form of segmentation?
true
A firm assesses attractiveness of a target market and its own competencies using a SWOT analysis.
undifferentiated
A firm produces basic commodities like sugar, milk, and packaged ice.
Single
A firm using a concentrated segmentation strategy selects a(n) ______ target market and focuses all its energies on providing a product to fit that market's needs.
Psychographic
A luxury car company that markets its products to consumers who have a strong need to project an image of power and success uses which method of market segmentation?
segmentation, targeting, and positioning
A successful marketing plan requires identifying and evaluating opportunities by performing an STP analysis, which stands for ______.
To help understand the profile of each segment
After establishing overall objectives, why do marketers then use a particular method or combination thereof to identify and describe market segments?
Demographic
Age, gender, and income are all examples of ______ segmentation variables.
Concentrated
An infomercial firm sells a gadget to better fry and flip eggs in cooking.
Self-image
Another term for self-concept is ______.
______ segmentation forms market segments based on the way consumers use a product, such as more frequently or with greater loyalty
Behavioral
Communication
Benefit segmentation is often effective because it is relatively easy to portray a product's or service's benefits in the firm's ______ strategies.
Psychographic
Daniel joins a kayaking club. He purchases the necessary equipment and searches online for kayaking videos and researches local rivers and lakes. He begins to see banner ads for companies that sell kayaking and other outdoor gear. This is an example of ______ segmentation based on his lifestyle.
Occasion
Ellie's Deli offers good sandwiches and fast service to its lunchtime customers from a nearby university. It also delivers the same sandwiches packaged with side dishes as part of its catering services. This is an example of ______ segmentation.
Salient attributes Symbols Value
Firms position products based on which of the following?
the value proposition, salient attributes, symbols, and competition
Firms position their products based on methods such as ______.
An athletic shoe manufacturer
For which of the following companies would demographic segmentation be the LEAST useful?
geodempgraphic
Foster Designs sells different types of clothing for men and women. To ensure the retail store locations contain the appropriate assortment of clothing for the typical customer living in the area, the firm should use ______ segmentation.
Differentiated
If a handbag manufacturer offers three different purses (a budget-conscious version, a slightly higher-end version, and a luxury version) to three different target markets, which targeting strategy is it using?
small; insignificant
If a market is too ______ or if its buying power is ______, it won't generate sufficient profits or be able to support the marketing mix activities.
Loyalty
In light of the high costs associated with finding new customers who feel that a brand can meet their relevant needs and are willing to exclude competitors, today's companies are using ______ segmentation and investing in initiatives to retain their most profitable customers.
similarities; differences
Individuals in different segments should have ______ within the segment and ______ across the segments.
geographic segmentation
Market differences across regions, states, or neighborhoods create opportunities for ______.
have a clear, distinctive understanding of the product
Market positioning involves a process of defining the marketing mix variables so that the target customers ______.
competing
Market positioning is done so that the target customers have an understanding of the product offered by the company in comparison with ______ products.
Demographic
Marketers sometimes take into account that as people age, their needs change. This is an example of ______ segmentation.
Geographic
McDonald's promotes coffee in cold, rainy Seattle and seasonal seafood meals, including lobster and crab, in select markets like New England. This is an example of ______ segmentation.
Behavioral
Suppose that Coca-Cola were to divide its market up into segments based on the amount of soda consumers drink (heavy, medium, and occasional soda drinkers). What type of segmentation does this represent?
Segmentation
The ______ strategy must be consistent with and derived from the firm's mission and objectives, as well as its current situation—its strengths, weaknesses, opportunities, and threats (SWOT).
Lifestyle
The component of segmentation that is determined by how we live our lives to achieve goals is called ______.
True
True or False: Lifestyles are a component of psychographic segmentation that describes how an individual lives his or her life to achieve goals.
Monopoly Monopolistic competition
Under which market situations would a firm be most likely to sustain a unique value proposition over the long term?
Price and Quality
Value is a popular positioning method and is the most important consideration for consumers when they make a purchase decision based on ______.
True
Value is a popular positioning method because the relationship between price and quality is important to consumers.
It communicates the customer benefits provided by a product or service.
What does the value proposition do for marketers?
perceptual map
What is used to display, in two or more dimensions, the positions of products or brands in the consumer's mind?
*The opportunity to augment existing products or services *The opportunity to create new products or services
What marketing opportunities does a firm have when customer needs are unmet?
Behavioral
When a firm offers customers a loyalty card for car washes, the firm is employing loyalty segmentation, one of two common types of _______________ segmentation.
undifferentiated
When a firm sells products that meet the needs of many kinds of customers, it will most likely use a(n) ______ targeting strategy because there is little need to formulate different strategies for different groups.
*It is considered an extreme form of segmentation. *It is also known as one-to-one marketing *It involves customizing a product or service
Which of the following statements are true concerning micromarketing? (Choose every correct answer.)
Psychographic
While some segmentation methods rely on external descriptions and factors to break down the market, ______ segmentation relies on consumers' descriptions of themselves.
Competitors will encroach on the firm's value proposition by copying important product or service attributes.
Why are successful brands unable to realize enduring success in meeting consumer demands?
self-values
______ are goals for life, not just the goals one wants to accomplish in a day. They are the overriding desires that drive how a person lives his or her life.
self-concept
______ is the image people ideally have of themselves.
occassion
_________________ segmentation is a very specific form of behavioral segmentation by which segments are formed based on when a product or service is purchased or consumed.
Occasions
segmentation is a very specific form of behavioral segmentation by which segments are formed based on when a product or service is purchased or consumed.
