Exam 8: Market Segmentation, Targeting, and Positioning

Post Grape-Nuts cereal has been marketed since the early 20^th century.Its market share has been steadily declining as consumers began associating it with something their grandfathers ate.Post recently launched a campaign to increase consumption of the cereal by inviting consumers to sprinkle the crunchy cereal on yogurt,salad,or soup as a delicious addition.Post wanted to convince people either who had never tried the cereal or who were familiar with the product to use it in a variety of different ways.In this example,Post is using which segmentation variable?

Today,marketers are increasingly emphasizing a Tiffany/Walmart strategy,which is to offer

Variables that are based on some objective physical (gender,ethnicity),measurable (age,income),or other classification attribute (occupation)of prospective customers are used in which segmentation base?

Why would an organization produce a single product or service and then attempt to sell it to two or more market segments?

Alamo,a car rental firm,targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year.Alamo likely segments its market by

Which of the following is a criterion used for selecting a target segment?

What is product differentiation? How does it relate to market segmentation? How does it potentially improve a firm's revenues?

A means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands,as well as its own product or brand,is referred to as a

All of the following are geographic segmentation variables EXCEPT:

Magazines like Fitness,Field & Stream,Golf Digest,and Health focus on how people live their lives,and thus all use a __________ segmentation strategy.

In marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Head-to-head positioning requires a product to

Grouping potential buyers into meaningful segments involves meeting some specific criteria that answer the question,

Selling a product to a different market segment usually requires a different marketing action that in turn means greater costs.If increased revenues don't offset extra costs of this action,a marketer should __________.

Which of the following is a criterion used for selecting a target segment?

Evergreen Air Center in Marana,Arizona,is the world's biggest parking lot for unwanted commercial aircraft.Airlines pay from $750 to $5,000 a month for its storage service.The warm,dry air where the operation is located serves as a cheap and effective airplane preservative.Which organizational segmentation variable might Evergreen use to segment the market?

A market-product grid is a framework to relate

A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as a __________.

The fifth step in segmenting and targeting markets that link customer needs to marketing actions is to __________.

Nike employs a __________ strategy at its website,nikeid.com,which allows customers design a sneaker to their own personal specifications.