Quiz 3

Psychographic

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

Accessible

Market segments that can be effectively reached and served are _____.

Positioning statement

States the product's membership in a category and then shows its point of difference from other members of the category.

Core Competencies of competitors

Which of the following is the LEAST relevant when a firm evaluates different market segments? segment size & growth/ company resources/ segment structural attractiveness/ core competencies of competitors/ company objectives/

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

Demographic

____ segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.

Benefit Segmentation

____requires finding the major advantages people look for in a product class, the kinds of people who look for each positive aspect of a product, and the major brands that deliver it .

Differentiated Marketing

A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each is known as _____

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

Truth about concentrated marketing strategy...

Actionable

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