Exam 5: Market Segmentation

The 2002 ad campaign for Carnival cruises emphasized the number of activities offered; including hang gliding, mountaineering, hiking, and scuba diving that people taking any of the Carnival line cruises could participate in. The cruise line was trying to negate the concept that all people do on a cruise was eat and sleep as well as the idea that only older, more conservative people take cruises. Carnival's ads would appeal most to which of the following consumers?

Research studies showed Procter & Gamble that vacuum brick-packs of coffee sell much better in the urban uptown than coffee in cans. As a result, Procter & Gamble repackaged their Folgers coffee for the urban uptown and developed an advertising campaign to market them to the region. Sales of Folgers coffee in this region increased by 32 percent. In this example, Procter & Gamble used which segmentation to market its coffee?

In the case of segmentation for entirely new products, what approach may be more useful for determining key market dimensions?

Thinkers, according to the VALS^TM model, are motivated by

Three important criteria on which to base a segmentation strategy decision are that a viable segment must be

As consumers, _____ are predictable; they choose familiar products and established brands. They favor American products and are generally loyal customers.

Maalox advertised its new Soft Chews as able to neutralize more stomach acid than Tums Regular Strength could. Maalox was using positioning

According to the PRIZM NE social group U1, the "urban uptown" group consists of all of the following segments, except

All of the following are basic segments of benefit segmentation identified by Haley in context to the toothpaste market except

'The Greedy Hand' is a book on the U.S. income tax system. Its publisher has targeted the book at people who hold Libertarian political beliefs and who listen to conservative radio talk shows. The publisher has used which segmentation base?

Although the marketing mix design, according to the marketing model, happens at the end, many marketing mix decisions are made in conjunction with

What does "AIO" stand for?

Each PRIZM NE cluster is based on zip codes, demographic information from the U.S. census, and information on _____, media usage, and lifestyle preferences to create profiles of the people who live in specific neighborhoods.

Identify the step that usually follows the 'divide markets on relevant dimensions' step.

Claritas PRIZM NE is most closely associated with _____ segmentation.

What does "PRIZM NE" stand for?

Benefit segmentation is clearly a

What segmentation approach is being used if a marketing manager decides on the appropriate basis for segmentation in advance of doing any research on a market?

The consumers who are change leaders and are most receptive to new ideas and technologies are the

The PRIZM NE system includes maps of different areas that