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Exam 5: Market Segmenting, Targeting, and Positioning

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Question 21

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Explain why Generation Y is an enticing age group for marketers to target.

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Generation Y is the largest ag...

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Question 22

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_____ is how consumers perceive a product relative to the competition.

A) Targeting
B) Positioning
C) Marketing
D) Communicating
E) Competitive analysis

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Question 23

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A _____ is a two-dimensional graph that visually shows where a product stands relative to its competitors.

Family life cycle refers to:

One of the most well-known psychographic surveys is VALS.

List and briefly describe the eight categories of consumers established by the VALS survey.

Companies often find that finding and attracting new customers is more difficult than retaining customers.

A make-up company who has been associated with baby boomers wants to appeal to Generation Y,so it hired young celebrities as endorsers and launched a line of fun,new beauty products.The make-up company was engaging in ____.

Psychographic segmentation is commonly utilized because relevant data is available for free at the U.S.Census Bureau's Web site.

Information about customers is often kept in a _____ system.

_____ refers to how much a customer will spend in the future.

List and describe the four segmentation categories.

Segmenting buyers by personal characteristics is known as _____.

_____ are motivated by self-expression and have enough skills to carry out projects successfully.

Which of the following segmentation categories answers the question,"How do my customers live their lives?"

_____ is the process of gathering multiple sources of data available on people.

Customizing advertisements over the public address system on the subway based on the upcoming stop/destination is utilizing _____.

_____ is the best segmentation strategy to answer the question,"What do our customers think about and value?"

_____ characteristics divides people and organizations into groups according to how they act toward products.

A company that produces laundry detergent offers one product with stain removing action while another is made for energy efficient washing machines.Which of the following segmentation strategies has the company used?