Exam 5: Market Segmentation

Consumer attitudes, preferences and benefits sought that are determined through marketing research

Lifestyles are measured by asking customers about their

Identify the approach in which the marketing manager has decided on the appropriate basis for segmentation in advance of doing any research on a market?

The ad for Canac kitchen cabinets states, "For an exceptional look in cabinetry that you won't find anywhere else, buy Canac cabinets." This is an example of positioning

_____ are successful, sophisticated, take-charge people with high self-esteem.

The ad for Pioneer complete buttermilk pancake mix says it makes pancakes as good as your grandmother's. It then asks, "Why settle for your aunt's?" and shows a box of Aunt Jemima buttermilk complete pancake mix. This is an example of positioning

Heileman Brewing Company planned to market a new brand of malt liquor called PowerMaster. Malt liquor is disproportionately consumed by African Americans and in low-income neighborhoods. Targeting a group of consumers here is unethical on two dimensions. The first is the degree to which the product can harm the consumers, and the second is the

Consumers driven by a goal of demonstrating success to their peers are motivated primarily by

Benefit segmentation focuses on the benefits sought by the consumer, whereas psychographic segmentation focuses on

Goo Goo Clusters has been a favorite candy for many Southerners for years. The caramel, peanut, marshmallow, and chocolate confectionary are distributed through retail outlets in the South-Eastern regions of America. Its manufacturer recently started selling the candy in certain mail-order catalogs. Through previous research and experience, the marketing manager was able to use the _____ segmentation approach to gather information that would help determine the appropriately targeted catalog for Goo Goo Clusters candy.

What assumption is the PRIZM NE system based on?

The process of dividing a market into groups of similar consumers and selecting the most appropriate group(s) for the firm to serve is called

Which of the following is true about a firm's decision to "mass market" a product?

The best-known psychographic segmentation called _____ was originally developed in the 1970s.

L'Oreal introduced a new L'Oreal hair care product for kids called Fast Dry Shampoo. It was guaranteed to "dry in a flash!" Any parent who had ever put his or her child to bed with wet hair and woke the next morning to find the hair totally unmanageable, or had a child late for school because the child wouldn't leave the house with wet hair is the target market for this product. L'Oreal is using which segmentation for its new shampoo?

Different positioning techniques should be used depending on whether the firm is a market leader or follower. The followers usually should not attempt to position directly against the industry leader because

The logic of market segmentation is based on the idea that _____ can seldom meet the needs and wants of all consumers.

What is post hoc segmentation?

Musicians, whether as part of a group or a solo act, use market segmentation. The type of music played typically determines what segments will be targeted. A Kentucky band that plays country-western hip-hop music will most likely have trouble meeting which of the segmentation criteria if it were to try to go national?

Imagine you work for K-Swiss athletic shoes manufacturers. You want to know how consumers perceive K-Swiss shoes when compared to all other athletic shoes currently on the market. A survey was developed and administered which indicated that the important attributes consumers looked for in athletic shoes included price, durability, fit, and support. By using a _____, you could determine how K-Swiss ranks against other brands like Nike and Adidas.