Chapter 2 Segmentation, Targeting and Positioning

99) Culturally distinct segments cannot be prospects for the same product and can only be targeted efficiently with unique promotional appeals for unique products.

100) "Tourism of Doom" characterizes a travel industry market segment that pays high prices to travel to places that are threatened due to climate change.

101) P$YCLE segments consumers based on the household's lifestage class.

102) Donor Greens do not care about wildlife or environmental issues, so they do not engage in environmentally friendly behaviors or feel guilty about adversely impacting the environment.

103) Consumers belonging to the VALS segment called Believers is motivated by desire for achievement and have moderate resources, so they are trendy and seek approval from others.

104) Long stays and repeat visits to a product's website are not related to high levels of product and purchase involvement or purchase intentions.

105) Showrooming sends promotional alerts to the smartphones of customers who opt-in when the customers enter or near the store.

106) The sixth step in the positioning process is to create a positioning statement focused on the benefits and value that the product provides and use it to communicate with the target audiences.

107) Distinguish between targeting, positioning, and segmentation. In your response, please indicate the correct order for the three steps.

108) Identify and discuss the five criteria that make market segments effective targets.

109) What is the difference between behavioral data and cognitive data? Explain the difference in measurement and provide examples of consumer-intrinsic and consumption-based information associated with each type.