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Exam 9: Segmentation, Targeting, and Positioning

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Question 61

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Healthcare Options markets health care aids like walkers, crutches, and portable oxygen tanks. It is located in a large city with branches in neighboring suburbs. It needed to determine whether one of its stores was profitable or whether it should close it. What is the formula for determining profitability?

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Segment profitability = (Segme...

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Question 62

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In the Circles for a Successful Value Proposition framework, the value proposition is represented by

A) the intersection between customer needs / wants and competitors' benefits.
B) the intersection between the firm's benefits and competitors' benefits.
C) the intersection between customer needs / wants and the firm's product's benefits.
D) the intersection between all three of the circles.
E) the part of the firm's benefits that doesn't overlap with anything.

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Question 63

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Assume you are the marketing consultant for your university, which wants to focus its marketing efforts on retention of current students. You have a choice of segmenting the undergraduate student market on either a geographic or psychographic basis. What is the difference between the two? Which would you recommend, and why?

Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation.

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

__________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of race fans were female. This is an example of __________ segmentation.

For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's marketing mix. In other words. the market segment must be

Coca-Cola launched Coke Zero to avoid cannibalizing current sales and to attract new customers in a segment they might not get with Diet Coke.

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

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

Which of the following defines a value proposition?

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to

Social networking sites that compete directly with Facebook have a difficult time surviving; however, LinkedIn has survived by focusing on the needs of business professionals, who seek to network with colleagues, share their expertise, post online resumés, and look for new jobs. Write a value proposition for LinkedIn.

Assume you are the marketing consultant for your university, which wants to focus its marketing efforts on recruiting new students. You have a choice of segmenting the undergraduate student market on either a demographic or benefit basis. What is the difference between the two? Which would you recommend, and why?

When Ron complained to his bank about the unprofessional behavior of one teller, the branch manager added a code into his accounts alerting all tellers that Ron was a valued customer and to provide whatever service he requests. The branch management included Ron in its __________ segmentation.

It would be logical for bathing suit marketers to use geographic segmentation.

When selecting a target market, firms will be most successful if they

The first step in the STP process is to establish an overall strategy.

Write a value proposition for your favorite restaurant.