107) Purchasing approaches segmentation variables in the business marketplace include
technology, user and nonuser status, and general purchasing policies.
108) Situational factor segmentation variables in the business marketplace include urgency,
specific application, and size of order.
109) The last step in the seven-step marketing segmentation process would be to develop a
marketing-mix strategy reflective of segment positioning strategies.
110) To be useful, market segments must be measurable.
111) With respect to market offerings, if a marketer emphasizes a naked solution, he or she is
emphasizing the product and service elements that all segment members value.
112) The most attractive segment is one in which entry barriers are low and exit barriers are
high.
113) A segment is attractive when there are actual or potential substitutes for the product.
114) A segment is unattractive if the company’s suppliers are able to raise prices or reduce
quantity supplied.
115) An undifferentiated marketing approach to full market coverage designs a marketing
program for a product with a superior image that can be sold to the broadest number of buyers.
116) An attractive niche consists of customers having a distinct set of needs.
117) The ultimate level of segmentation leads to “segments of one,” “customized marketing,” or
“one-to-one marketing.”
118) Companies following a market specialization strategy offer one product to as many markets
as possible.
119) A company is customerized when it is able to respond to individual customers by
customizing its products, services, and messages on a one-to-one basis.
120) All attempts to target marketing to children, minorities, or other special segments are
discriminatory and unethical.
121) There are several major segmentation variables that might be used by a marketer to address
a consumer market. If the marketer were to use social class, psychographic lifestyle, and
readiness stage to segment its market, identify possible segmentation subcategories under each of
the three.
122) PRIZM was developed by Claritas Inc. What was the purpose of PRIZM?
123) Identify and describe the three main types of New Luxury products.
124) Briefly describe the characteristics of the Millennials.
125) Generation Y members are often turned off by overt branding practices and “hard sell.” List
and provide examples for the different approaches tried by the marketers to reach and persuade
them.
126) Identify the four market segment groups based on brand loyalty status and list what a
company can learn from analyzing the degrees of brand loyalty.
127) Briefly describe the steps in the segmentation process.
128) Briefly describe single-segment concentration with an example.
129) Briefly describe product specialization and market specialization.
130) List the three premises on which Anderson’s long tail theory is based and the two aspects of
internet shopping that supports these premises.
131) Local marketing reflects a growing trend called grassroots marketing. What are the
characteristics of grassroots marketing?
132) What is customer cloning and how is it used?
133) Not everyone is in favor of local marketing. Identify two arguments made against local
marketing.
134) Identify ways in which shopping behaviors differ between men and women.
135) Increasingly, companies are finding that their markets are “hourglass shaped.” What does
this mean for consumers and for marketers?
136) Although we can make distinctions between them, different generational cohorts also
influence each other. Give an example of this.
137) Characterize psychographic segmentation.
138) The VALS segmentation system has evolved into an eight-part typology. List the categories
of the
eight-part typology.
139) Professor Albert advises his students to purchase the book “Microbiology by Pelczar,” to
acquaint themselves with the fundamentals of microbiology. What role does he play in the
buying decision of his students?
140) List the four groups of consumers based on loyalty status.
141) Consumer attitudes are an interesting way to segment a market. What are the five different
consumer attitudes about a product that can be found in the market?
142) A flexible market offering consists of two parts. Identify and describe these two parts.
143) To be useful, market segments must rate favorably on five key criteria. What are those
criteria?
144) List the five forces identified by Michael Porter that determine the intrinsic long-run
attractiveness of a market or market segment.
145) List the threats posed by the five forces identified by Michael Porter that determine the
intrinsic long-run attractiveness of a market or market segment.
5) Threat of suppliers’ growing bargaining power
146) Give an example of how a company might target products to children in an ethical way.
147) Explain the concept of mass marketing.
148) Explain the concept of differentiated marketing.
149) Assume that you have decided to use a niche strategy to advance your marketing goals.
Characterize an attractive niche.
150) A new trend in marketing is toward customerization. Describe what customerization is and
how marketers are using it.