Exam 8: Market Segmentation, Targeting, and Positioning

Doris Lewis owns Lewis Edibles,Inc.,a company that makes Tongue Tinglin' B.B.Q.Sauce.She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce.In developing a marketing strategy to sell the sauce,Lewis decided to join Goodness Grows in North Carolina,a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops.Lewis has just

All of the following are behavioral segmentation variables EXCEPT:

BP targets consumers that fill up their gas tanks more than once a week with its Chase Visa fuel card.In this example,BP is using which segmentation variable?

What is market segmentation and why is it important?

Criteria for forming segments involve both similarities and differences.The similarities must be ____________ a segment,and the differences must be __________ segments.

Best Foods Company is considering expanding beyond the regional market segments now served by its Hellmann's mayonnaise.One criterion management wants to use to evaluate potential new geographic market segments is whether new equipment must be bought to serve each new segment.This is an example of which criterion used to select target market segments?

In analyzing patronage of fast-food restaurants,people who most likely will never visit one are referred to as

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of

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

Custom Foot operates six retail locations.At first glance,none looks any different from your basic old-fashioned shoe store,but the only boots on hand are display models.There's no inventory for sale and customers go home empty-handed-at least initially.Customers browse the store,mixing and matching design components such as style,color,and leather type.About 100 display boots provide style guidelines.Once you choose a boot style,you select materials,colors,and textures.Custom Foot guarantees your boots will be ready within three weeks.This is an example of

Tony Hsieh,CEO of Zappos,offers $2,000 to anyone who

Which of the following statements demonstrate the formation of a segment based on household size?

Which of the following statements about Zappos is most accurate?

Explain what a market-product grid is and how it is used.

There are five key steps in segmenting and targeting markets,which link market needs of customers to the organization's marketing program.List these five key steps.

Which of the following is a consumer demographic segmentation variable?

When a telemarketer calls to sell a consumer life insurance,the last questions asked is what category does the person's household income falls into (less than $50,000; $50,000 to $99,999; and $100,000 and over).When the telemarketer asks about household income,this indicates the use of which type of consumer variable the firm is using to segment its market?

Differentiation positioning requires a product to

A nonprofit food bank was handing out food to anyone who requested it on a weekly basis.It now wants to give free food only to people who go hungry on a daily basis.This will be the market segment it targets.How does formation of its market segments differ from the strategy used for a retail store?

In the United States,the Harry Potter series of books were often at the top of The New York Times fiction bestseller list.These books have been marketed to preteen,teen,and adult readers around the world.Scholastic Press,the publisher of the Harry Potter books in the U.S.,is using which of the following segmentation strategies?