Exam 8: Market Segmentation, Targeting, and Positioning

Campbell's Soup Company found that its canned nacho cheese sauce,which could be heated and poured directly onto nacho chips,was too hot for Americans in the East and not hot enough for those in the West and Southwest.Today,Campbell's plants in Texas and California produce a hotter nacho cheese sauce than what is produced in the other plants.Campbell's is using __________ segmentation.

Product positioning refers to

Recently,U.S.dairies,struggling to increase milk sales,tried to change the way adults thought about chocolate milk.The dairies wanted to __________ chocolate milk in the minds of adult consumers.

Before using the product differentiation and market segmentation strategies,marketers should consider the potential for cannibalization,asking the question

Kellogg's has several cereals targeted at different types of users.This is an example of multiple products aimed at multiple markets.Manufacturing these different cereals is clearly more expensive than producing one,but seems worthwhile if it adds to the manufacturer's sales revenues and profits,serves customers' needs better,and

Lands' End will custom fit a Marinac jacket and make it with additional features such as thumb loops,underarm ventilation slits,and a key clip when you order from LandsEnd.com.This is an example of

Which strategy involves a firm's using different marketing mix activities to help consumers perceive the product as being different and better than competing products?

-According to the Apple market-product grid above,Apple would most likely get the LEAST market synergies from

Segmentation based on what product features are important to different customers is known as

After establishing the market segments and product groupings on a market-product grid,the next step is to

During its market segmentation process for the Nike LeBron X basketball shoe,which sells for $200+ a pair,Nike decided to concentrate on affluent teens rather than members of high school basketball teams.This is an example of

Mott's used an advertising campaign to change the way consumers thought about its applesauce from a dinnertime side dish to a replacement for cooking oil in baking.The advertising message was that using applesauce in baking cuts calories and makes the resulting baked good healthier.Mott's used a __________ strategy.

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as

The increased customer value achieved through performing organizational functions like marketing or manufacturing more efficiently is referred to as __________.

A key to positioning a product or brand effectively is discovering the perceptions of its potential customers.In determining its positioning in the minds of customers,companies take four steps: (1)identify the important attributes for the product or brand class; (2)__________; (3)discover where the company's product or brand is on these attributes in the minds of potential customers; and (4)reposition the company's product or brand in the minds of potential customers.

A perceptual map enables a manager to see how __________ perceive competing products or brands,as well as the firm's own product or brand.

The Walt Disney Company carefully markets two distinct Winnie-the-Poohs; one is the original line-drawn figures on fine china sold at Nordstrom and the other is a cartoon-like Pooh on polyester bed sheets sold at Target.This is an example of

Segmentation based on some subjective mental or emotional attributes,aspirations,or needs of prospective customers is referred to as

The process of segmenting a market and selecting specific segments as targets is the link between the various market needs and

When Procter & Gamble introduced Crest toothpaste,the first fluoride toothpaste,it was intended for use by children and was therefore given a child-appealing bubblegum flavor.Sometime later,the same basic formula was given a fresh,minty flavor to appeal to adults.What marketing strategy did P&G use in this example?