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Exam 8: Segmentation, Targeting, and Positioning

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Question 31

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One of the reasons marketers use loyalty segmentation is:

A) the high cost of finding new customers.
B) government tax incentives for loyalty.
C) accounting difficulties associated with identifying new customers.
D) rapid population increases.
E) the failure of micromarketing as a workable strategy.

F) A) and D)
G) All of the above

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Question 32

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In order to develop psychographic segments,the marketer must understand consumers':

A) age,income,and education.
B) gender,race,and religion.
C) disposable personal income,benefit perceptions,and alternative egos.
D) self-values,self-concept,and lifestyles.
E) all of these.

F) B) and C)
G) A) and E)

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Question 33

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How have airline companies implemented loyalty segmentation?

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its fans were female.This is an example of psychographic segmentation.

A complex product that is best described in writing will be difficult to explain to consumers who are unable to read.For this reason,a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.

A self-values map displays the position of products or brands in the consumer's mind.

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

In addition to calculating the potential profitability of a market segment,marketers will also consider:

Automobile manufacturers could build cars specially designed for very tall people,but it is likely that this segment is not substantial.

Why do marketers often use perceptual maps when developing positioning strategies?

Choose a fast-food restaurant chain that does business in your area.Describe the company's target market,and explain how its marketing mix is designed to appeal to this target market.

Identify how a company that manufactures salt can use a differentiated targeting strategy.

Marketers often employ a combination of segmentation methods,using __________ to identify and target their customers,and __________ to design products and messages to appeal to them.

While demographic and geographic segmentation of retail customers is relatively easy,these characteristics do not help marketers determine:

For each target market,General Imaging Corporation,a manufacturer of imaging equipment,will engage in positioning,adjusting their marketing mix variables in order to give customers:

Carlos has identified four potential market segments for his Rent-A-Chef home meal catering service.He will now compare the segments to see if they are different enough from each other.Carlos is evaluating whether or not each segment is:

List the steps in the segmentation,targeting,and positioning process.

Which of the following is NOT one of the VALS segments?

Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation.

Segmentation,targeting and positioning: