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Exam 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers

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Question 51

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In planning their differentiation and positioning strategies,marketers often prepare ________ ________ ________,which show consumer perceptions of their brands versus competing products on important buying dimensions.

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Question 52

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A segmentation study of people who would be interested in subscribing to a cooking magazine discovered three distinct groups of potential subscribers: (1) those who wanted to cook the same foods their mothers cooked for them;(2) those who wanted to learn about the latest cooking trends and fads;and (3) those who were interested in learning about a variety of different international cuisines and exotic ingredients.This magazine discovered its market can be segmented using ________ variables.

A) demographic
B) social class
C) lifestyle
D) generation
E) geographic

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Question 53

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'Less for much less' positioning involves charging a ________ price for lower costs or less benefits.

In what ways might a marketer engage in socially responsible target marketing?

To be useful,market segments must be measurable,accessible,________ and actionable.

Marketers of automobiles,clothing,cosmetics,financial services and travel are most likely to use which of the following types of segmentation?

Imagine that you are presenting a workshop on the Requirements for Effective Segmentation.Briefly list and describe the five traits of market segments that will help your audience understand your topic.

A product's position is based on important attributes as perceived by ________.

BMW has compiled a list of things that make segments more attractive.Which of the following items should NOT be on the list?

Mass marketing is becoming the marketing principle for the 21ˢᵗ century.

Explain,in detail,how you would segment the market and identify a target market for a university cafeteria.

Few people can afford the best in everything they buy.At times everyone needs a product with less quality or performance with a correspondingly lower price.In this case,a consumer would purchase a product positioned with a ________ strategy.

Which group determines a product's position relative to competing products?

________ segmentation divides a market into groups based on social class,lifestyle or personality characteristics.

Your firm has decided to localise its products and services to meet local market demands.A good approach to use would be ________ segmentation.

Market ________ is the process of arranging for a product to occupy a clear,distinctive and desirable place relative to competing products in the minds of target consumers.

Some critics of marketing and market segmentation have called for a complete ban on advertising to children.

Cigarette,beer and fast-food marketers have generated much controversy in recent years by their attempts to target ________.

Through talking to numerous competitors at a regional trade show,you learn that most of them use the most popular base for segmenting customer groups.What is it?

Gender segmentation has long been used in clothing,cosmetics,toiletries and magazines.