Marketing an Introduction, Gary Armstrong
Chapter 6: Segmentation, targeting and positioning: Building the right relationships with the right customers
Chapter 6: Segmentation, targeting and positioning: Building the right relationships with the right customers
Kartei Details
| Karten | 35 |
|---|---|
| Sprache | English |
| Kategorie | Marketing |
| Stufe | Universität |
| Erstellt / Aktualisiert | 18.05.2013 / 01.06.2022 |
| Weblink |
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A product's position is based on important attributes as perceived by ________
Which one of the listed choices is not a positioning task?
Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?
Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it. What does USP stand for?
You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is positioned. This full positioning is called _______
What competitive positioning strategy can attack a more-for-more strategy by introducing a brand offering with comparable quality but at a lower price?
"Less-for-much-less" positioning involves meeting consumers' ________.
Which type of statement first states the product's membership in a category and then shows its point-of-difference from other members of the category?
Once it has chosen a position, a company must take strong steps to deliver and communicate the desired position to target consumers. Which step is not correct?
Shampoo marketers rate buyers as light, medium, or heavy product users. This is ________ segmentation.
Sanguine Services practices a marketing strategy where its limited resources are used to go after a large share of two small niches. Sanguine practices which one of these strategies?
Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers. Which of the following does not apply to this type of marketing?
Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by __________.
As a business consultant, what type of segmentation would you suggest to marketers who cater to people of certain social classes, lifestyles, and personality characteristics?
A brand's positioning must be continuously communicated to consumers, so major brand marketers often spend huge amounts on advertising to create brand ______ and to build preference and loyalty.
When a company identifies the parts of the market it can serve best and most profitably, it is practicing ______
Tastatur-Befehle:
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Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more ________ with products and services that match their unique needs
Tastatur-Befehle:
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Brown's Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Brown use?
Tastatur-Befehle:
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Demographic variables are so frequently used in market segmentation because they ________
Tastatur-Befehle:
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Marketers must be careful to guard against ________ when using age and life cycle segmentation.
Tastatur-Befehle:
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Many marketers believe that ________ variables are the best starting point for building marketing segments.
Tastatur-Befehle:
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Markets can be segmented into group of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________
Tastatur-Befehle:
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By studying its less loyal buyers, a company can detect which brands are most ________ with its own.
Tastatur-Befehle:
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Consumer and business marketers use many of the same variables to segment markets. In addition, business marketers use all of the following except which of the following?
Tastatur-Befehle:
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International Drilling Company segments its foreign markets by their overall level of economic development. This firm segments on what basis?
Tastatur-Befehle:
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When the size, purchasing power, and profiles of market segments can be determined, they possess the requirement of being _______
You have discovered that effective programs can be designed for attracting and serving your chosen segments. This segmenting requirement is called ________.
The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) _______
Developing a strong position within several market segments creates more total sales than ________ marketing across all segments.
With concentrated marketing, the marketer goes after a ________ share of _______.
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