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1. -A _____ defines the characteristics consumers associate with a brand based on important attributes Product position 2. - a _____ segmentation or targeting strategy focuses a unique marketing mix strategy to each or most of the market segments available in the market Differentiated 3. Ben Franklin University has segmented the market for the purpose of attracting high school graduates. They identified 11 distinct market segments. Their marketing approach is to do a mailing with the same message to graduating seniors in all 11 segments, followed up with a telephone call. Which targeting strategy is being used? Undifferentiated marketing 4. Companies that attempt to reach most or nearly all consumers with the same marketing approach use: mass marketing 5. -In order to ___ and maximize ___ within the next 5 years, Mission and Strategic decision (corporate philosophy) 6. Insignia is a private label brand of the Best Buy company. A dominant player in the mobile phone recharger market, it recently entered the USB drive market. Prior to its entry it implemented an extensive situation analysis, competitor analysis, and a target market analysis including a large segmentation analysis. It found the following results: 1.Market is homogeneous 2. Company's resources are high 3. The nature of demand in the industry is primary. 4. The product is in the mature stage of the life cycle 5. Competition in the industry is very highf Which positioning strategy would be most appropriate? demand focus 7. Insignia is a private label brand of the Best Buy company... Which segmentation strategy would be most appropriate? Undifferentiation 8. -Jones Soda: In order to ____ and maximize_____ within the next five years. mission, brand equity 9. -Keurig since its inception in 1998, Keurig a division of Green Mountain Coffee Company, is now the 'King' of single serve coffee makers...'. After anextensive situation analysis, competitor analysis, and a target market analysis (but it was unable to conduct a segmentation analysis) it found the following results: -Market is heterogeneous 1. Company's resources are high 2. The nature of demand in the industry is selective. 3. The product is in the growth stage of the life cycle 4.Competition in the industry is high Which segmentation strategy would be most appropriate?
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