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

What are the four major steps in designing a customer value-driven marketing strategy, in their correct order?

Which of the following involves dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes?

A department store chain like Macy's customizes its merchandise and promotions under its MyMacy’s program for 69 different geographical districts. This approach is an example of what type of segmentation?

P&G's laundry detergent brands, like Tide and Gain, are further segmented to serve narrower niches, with Tide alone having dozens of versions. This is an example of which marketing strategy?

What percentage of Rolls-Royce buyers customize their cars in some way, according to the text's example of individual marketing?

When P&G's Tide brand captures a 38 percent share and its Gain brand captures another 15 percent, what is the combined market share of all P&G detergent brands in the U.S.?

What is the term for arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers?

Starbucks's Pumpkin Spice Latte (PSL), which is sold only in the fall, is an example of which type of behavioral segmentation?

Which of the following is NOT one of the five requirements for effective segmentation?

A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer is called:

When a firm goes after a large share of one or a few smaller segments or niches, it is using which targeting strategy?

Marriott's Renaissance Hotels' Navigator program, which hyper-localizes guest experiences at each of its 155 hotels, is an example of:

The way a product is defined by consumers on important attributes—the place it occupies in consumers’ minds relative to competing products—is called the product's:

The full positioning of a brand, which represents the full mix of benefits on which it is differentiated and positioned, is known as the brand's:

What is the name of the consumer segmentation system from Experian Marketing Services that classifies U.S. households into 71 lifestyle segments and 19 overarching groups?

A 'more for more' value proposition involves providing the most upscale product or service and charging a higher price. Which of the following brands is used as an example of this strategy?

What is the value proposition of a 'category killer' store like PetSmart or Best Buy, based on the text's description of 'the same for less' positioning?

What is the primary risk for a company that relies on a concentrated (niche) marketing strategy?

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and local customer segments is called:

When a company identifies a point of differentiation based on hiring and training better people than its competitors, what type of differentiation is it using?

When marketers use age and life-cycle segmentation, they must be careful to guard against what?

What is the primary reason that demographic factors are the most popular bases for segmenting customer groups?

Retailer Anthropologie sells a Bohemian-chic lifestyle to which its young women customers aspire. This is an example of which type of segmentation?

The practice of forming segments of consumers who have similar needs and buying behaviors even though they are located in different countries is known as:

When a company evaluates a potential market segment, it must look at three factors. Which of the following is NOT one of those factors?

Mass customization, the process by which firms interact one-to-one with masses of customers to design products and services tailor-made to individual needs, is another term for:

When companies face controversy over targeting vulnerable or disadvantaged consumers with potentially harmful products, they are engaging in what is known as:

What are the two dimensions used in the perceptual positioning map for the U.S. large luxury SUV market shown in the chapter?

The differentiation and positioning task consists of three steps. Which of the following is the correct sequence?

A brand difference is worth establishing if it satisfies several criteria. The criterion that states 'competitors cannot easily copy the difference' is called:

What is the format for a positioning statement as described in the chapter?

The positioning for the Target retail chain, described as the 'upscale discounter,' is an example of which value proposition?

Why do most companies move away from mass marketing and toward target marketing?

What type of differentiation is an airline like Singapore Airlines using when it gains a competitive advantage through the grace and quality of its flight attendants?

A local coffee shop that only uses fair-trade beans and composts all of its waste is differentiating itself from larger chains primarily on which basis?

According to the chapter, why would it make little sense for a luxury-performance carmaker like Mercedes-Benz to enter the economy segment of the automobile market?

The text describes Nike's and Under Armour's increased focus on women buyers as an example of which type of demographic segmentation?

What does the 'AIDA model' framework, which suggests the desirable qualities of a good message, stand for?

When a company chooses a positioning strategy, what must it do to make the position effective?

An advantage of a brand extension is that it can create immediate new-product familiarity and acceptance at lower development costs. What is a primary risk of this strategy?

Why do marketers rarely limit their segmentation analysis to only one or a few variables?

In the context of choosing a targeting strategy, on what factor does the suitability of undifferentiated marketing primarily depend?

When former ad executive Rosser Reeves said a company should develop a 'unique selling proposition' (USP) for each brand, what was he advocating?

The winning value proposition that is difficult for companies to sustain in the long run because offering more usually costs more is:

How did beverage giant Coca-Cola’s classic product failure, New Coke, fail the tests for establishing a brand difference?

What does the text identify as the main goal of micromarketing?

In the example of brand positioning, Dunkin' Donuts targets the 'average Joe' with a 'low-brow, “everyman” kind of positioning.' In contrast, how does Starbucks position itself?

What is the primary drawback of a differentiated marketing strategy?

The chapter highlights carmaker Carl's Jr. and Hardee's use of 'hot-models-in-bikinis commercials' to attract 'young, hungry men.' This is an example of what kind of segmentation?

Which of the following value propositions is considered a losing proposition according to the Possible Value Propositions figure?