Exam 8: Market Segmentation, Targeting, and Positioning

A positioning approach that involves seeking a less competitive,smaller market niche in which to locate a brand is referred to as __________.

A rehabilitation center wants to target women in their 20s who have received some permanent disability as the result of a skiing accident.In terms of the criteria used for selecting a target segment,this market would

Model E is a new type of car manufacturer that relies on the Internet to build new car designs from prototypes to marketable vehicles much faster than ever before."Think of Model E as the Dell of the auto industry.We design just a few products that consumers truly want,leveraging best-in-class components and micro-factory approaches for rapid design,launch,and direct delivery," said William Santana Li,president and CEO of Model E.Model E manufactures each car when a customer chooses from a limited number of options and orders.Model E relies on

Hallmark placed its scrapbook supplies,photo albums,and related supplies into one product group because

Personality and lifestyle are both variables used to employ __________ segmentation.

Market segmentation involves aggregating prospective buyers into groups that (1)will respond similarly to a marketing action and (2)

All of the following are market segmentation strategies EXCEPT:

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)discover how target customers rate competing products or brands with respect to these attributes; (3)___________; and (4)reposition the company's product or brand in the minds of potential customers.

Some Timex wristwatches can be purchased for less than $30 while some Rolex wristwatches carry a price tag of several thousand dollars.In general,consumers view Timex watches as being dependable,relatively accurate,and inexpensive.The Rolex brand tends to be perceived as an expensive status symbol.Timex watches can be purchased in drug stores,discount stores,and department stores in all sizes of communities.Rolex watches are distributed more selectively,and are often available only in fine jewelry stores or specialty shops in major cities.By using distinctly different pricing and distribution strategies,the marketers of Rolex watches

Which of the following statements regarding market segmentation is most accurate?

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

It is not recommended that a firm select a target segment that

Marketers use perceptual maps as a means to display or graph in two dimensions the location of products or brands

Nielsen PRIZM (part of Nielsen Claritas)segmentation classifies every household into one of 66 demographically and __________ distinct neighborhood segments to identify lifestyles and purchase behavior within a defined geographic market area,such as zip code.

Samsung sells a variety of TVs,from simple and small ones to large smart TVs with Internet connectivity and 3D technology.Customers prefer different features,so Samsung uses which type of segmentation variable based on their viewing preferences?

Assume you are manager of The Outback Steak House,a franchised restaurant that has opened at new location in St.Louis.Describe which segmentation base(s)and possible segmentation variable(s)you would use to segment the its market and explain why each supports the appropriate market segmentation strategy.

It is common to hold potluck meals during holidays or special events.Participants bring casseroles,vegetables,breads,and desserts to share.It is easy to forget to take the bowl that you brought to the dinner home with you.Reynolds responded to this problem by creating PotLux cookware,attractive and inexpensive disposable dishes for transporting food.Reynolds has recognized how to use _________ variables to segment its market.

Which of the following in NOT a criterion to use in forming market segments?

The greatest benefit to consumers when a firm chooses a one product,multiple market segment strategy is __________.

The primary focus of Zappos' market segmentation strategy is to sell