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.