Segmentation and Targeting

Which of the following does the marketing process of segmentation, targeting, and positioning (STP) NOT address?

• Potential customers

• Differences in customer preferences

• Potential competitors

• Which customers to pursue

Which of the following is NOT a benefit of segmentation for organizations?

• Segmentation helps identify underserved customers.

• Segmentation results in better products and services.

• Segmentation makes marketing more convenient

• Segmentation enables targeted promotions.

There are many potential segmentation variables, but these variables can be grouped into three basic categories. The categories include all of the following EXCEPT:

• Why do customers make the decisions they do?

• What have the customers done?

• Who are the customers?

• When do customers buy?

Dunkin’ Donuts is expanding in several different countries. Its stores offer curry doughnuts in India, dulce de leche doughnuts in Peru, and cherry brandy doughnuts in Germany. This is an example of segmentation based primarily on:

• demographics.

• behavior.

• psychographics.

• geography.

A firm preparing to introduce a new deodorant has learned that more competitors are offering products formulated for women than men. This finding most likely emerged during the ________ step of the firm’s STP process.

• Segmentation

• Positioning

• Targeting

• Selection

Burger King, White Castle, and several other chains known for beef patties are targeting young urban professionals who increasingly seek vegetarian foods. These restaurants now offer plant-based “burgers” and other meat substitutes. In this example, segmentation and targeting are primarily influencing the organizations’ _________strategy.

• Product

• Behavioral

• Customer management

• Benefit

Segmentation and targeting influence a company’s resource allocation, potentially affecting strategic decisions in all of the following areas EXCEPT:

• price.

• advertising

• customer management

• mission formulation

Which of the following represents the most significant risk to companies using a mass-marketing approach?

• They may not realize economies of scale.

• They may overemphasize the benefits of customized products. 

• They may lose customers to niche marketers.

• They may lose customers to international marketers.

The segmentation process begins by grouping:

• competitors with similar needs and preferences.

• customers with similar lifetime values.

• market offerings with similar sales potential.

• customers with similar needs and preferences.