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Exam 8: Segmentation, Targeting, and Positioning

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Question 1

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Ronaldo wants to develop an Internet auction-based business and is working through the STP process.After establishing his objectives,describing potential market segments,and evaluating the attractiveness of each segment,Ronaldo now has to:

A) differentiate his product line.
B) consider future customer loyalty.
C) create a perceptual map.
D) select a target market.
E) divide geographic segments into lifestyle groups.

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

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Question 2

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Golden Years Vitamin Corporation targets consumers living in Florida who are over 65.Golden Years is using _______________ segmentation.

A) benefit
B) self-actualization
C) psychographic
D) loyalty
E) geodemographic

F) C) and D)
G) A) and C)

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Question 3

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Geodemographic segmentation can be particularly useful for ____________,because customers typically patronize stores close to their neighborhood.

When a marketer adjusts the marketing mix to give customers a clear,distinctive understanding of what the product does,the marketer is engaging in psychographic segmentation.

Marketers find psychographics a valuable segmentation approach.What are some of the limitations of psychographic segmentation and what can marketers do to offset those limitations?

Ryan wants to sell personal Web site services to American soldiers in Afghanistan.Because of the difficulty of communicating with people in a war zone,Ryan may have trouble with this segment not being:

For which types of products should marketers consider using an undifferentiated targeting strategy?

What lessons could Coca-Cola apply from its success with Coke Zero to other potential new products?

Create a positioning strategy for your school's business program.How do you want potential students to view your program?

When developing a positioning strategy,marketers may choose to position their offerings against the offerings of competitors.If you were to do so,what would you expect your competitors to do?

Rick's Computer and Copying Center has decided to target students at a new branch of the university.Which of the marketing mix variables will Rick use when developing a positioning strategy for his firm?

In theory,why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

When Victoria's Secret offers clients different colors,fabrics and styles,they are trying to capture the market by:

Which of the following would NOT be used in calculating the profitability of a segment?

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.

Beer marketers know one very attractive segment is 25-40 year old,high school-educated,working-class,males.This is a _______________ segment of the beer market.

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics,psychographics:

Fiona wants to sell a local advertising calendar.There are 1,000 households in her community,and she estimates that 30 percent will buy a calendar.The printing company will charge a $100 set up fee,and calendars will cost $4.00 each to print.What price will she need to charge to cover all costs and make a $500 profit?

Abigail wants to sell a local advertising calendar.She knows there are 2000 households in her community,and estimates 30 percent will buy a calendar.The printing company will charge a $400 set up fee and calendars will cost $4.00 each to print.What price will she need to charge to cover all costs and make a $2000 total profit? Show your calculations.

Which of the following defines a value proposition?