Exam 7: Segmentation, Targeting, and Positioning

Segmenting voters as either Liberals, Conservatives, Green Party or NDP is an example of ________. psychographic segmentation demographic segmentation occasion segmentation intermarket segmentation A and D

Scenario The Montreal Athletic Association (MAA) is an upscale club and fitness facility in downtown Montreal.The club offers comprehensive fitness services that include a state-of-the-art weight room, squash courts, handball court, boxing ring, Olympic-sized swimming pool, zumba dance classes, yoga rooms, spinning classes, and a gymnasium for volleyball, badminton, basketball, and floor hockey.Several of the classes and personal training services are headed by fitness celebrities and former Olympic athletes. eyond fitness, the MAA offers a world-class sports clinic that serves its members and many professional athletes.The clinic includes sports doctors, physiotherapists, and dietician services; and massage services and a restaurant are also part of the MAA offering.The restaurant, affectionately known by its members as "the Captain's Pub," has daily changes to its menu.Members routinely gather at the restaurant for drinks, holiday parties, Mother's Day brunches, and special events such as whiskey tastings.The staff likes to surprise its MAA "family members" by handing out roses to mothers on Mother's Day and having recognized experts lead the wine tasting sessions.Some members have belonged to the MAA for over 70 years! ot surprisingly, MAA is a favourite of celebrities when they shoot movies or perform concerts in Montreal.It is not uncommon for members to invite an A-lister movie star to join in a game of basketball or see a member have a game of squash with a rock-star.A few years ago, Reader's Digest voted MAA the best club in the country. he MAA likes to pamper its members.Change rooms are equipped with luxury towels and full amenities (e.g., shaving cream, razors, lotions, and shampoos).Laundry services and a pro shop with dedicated pros offering lessons are additional services that members can purchase. he MAA is not an inexpensive club.Each new member enters with an initiation fee of $250.Base monthly memberships on a 1-year contract start at $99 for those under 30, $109 for those between 30-35, and $125 for those over 35.The longstanding members who capture the "the spirit of the Club" are awarded Gold Memberships, which give the gold members access to special club privileges. Discuss some of the different approaches that the MAA could use to segment the market.Be specific.

Why and how do businesses segment their markets?

User status segmentation involves finding the major advantages or features people look for in the product class, the kinds of people who look for each advantage or feature, and the major brands that deliver each advantage or feature.

Marketers must be careful to guard against ________ when using age and life cycle segmentation. underestimating stereotyping traditional marketing cultural bias gender bias

Scenario The Montreal Athletic Association (MAA) is an upscale club and fitness facility in downtown Montreal.The club offers comprehensive fitness services that include a state-of-the-art weight room, squash courts, handball court, boxing ring, Olympic-sized swimming pool, zumba dance classes, yoga rooms, spinning classes, and a gymnasium for volleyball, badminton, basketball, and floor hockey.Several of the classes and personal training services are headed by fitness celebrities and former Olympic athletes. eyond fitness, the MAA offers a world-class sports clinic that serves its members and many professional athletes.The clinic includes sports doctors, physiotherapists, and dietician services; and massage services and a restaurant are also part of the MAA offering.The restaurant, affectionately known by its members as "the Captain's Pub," has daily changes to its menu.Members routinely gather at the restaurant for drinks, holiday parties, Mother's Day brunches, and special events such as whiskey tastings.The staff likes to surprise its MAA "family members" by handing out roses to mothers on Mother's Day and having recognized experts lead the wine tasting sessions.Some members have belonged to the MAA for over 70 years! ot surprisingly, MAA is a favourite of celebrities when they shoot movies or perform concerts in Montreal.It is not uncommon for members to invite an A-lister movie star to join in a game of basketball or see a member have a game of squash with a rock-star.A few years ago, Reader's Digest voted MAA the best club in the country. he MAA likes to pamper its members.Change rooms are equipped with luxury towels and full amenities (e.g., shaving cream, razors, lotions, and shampoos).Laundry services and a pro shop with dedicated pros offering lessons are additional services that members can purchase. he MAA is not an inexpensive club.Each new member enters with an initiation fee of $250.Base monthly memberships on a 1-year contract start at $99 for those under 30, $109 for those between 30-35, and $125 for those over 35.The longstanding members who capture the "the spirit of the Club" are awarded Gold Memberships, which give the gold members access to special club privileges. How does the MAA differentiate its offering How is this differentiation related to the position of the MAA?

Mass marketers, such as Target and Venture Stores, often ignore market segment differences and target the whole market with one offer.What is their approach to segmenting? undifferentiated marketing differentiated marketing target marketing concentrated marketing micromarketing

As You Like It, Inc., customizes its offers to each individual consumer.This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing. niche micro variable mass undifferentiated

Shopping For The Rich and Famous is a buying service that helps wealthy clients find the best buys in exclusive clothing, high-end cars, travel, and financial services.This firm would use income segmentation.

When a company chooses a target marketing strategy, its choices are influenced by factors related to company resources, the degree of product variability, and the product's life-cycle stage.

Which of the following is one of the reasons a segment would be less attractive to a company? no competitors substitute products concentrated market does not match company's long run objectives power of suppliers

Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual customers.Which of the following applies to this type of marketing? many-to-one customized markets-of-many concentrated mass modernization

There ________ to segment a market. is one single best way is no single way is not a most effective way are limited ways are four ways

What is one way in which a marketer can attract non-loyal consumers?

When Pacific Fisheries groups its customers as countries by regions such as Asia, Australia, or New Zealand, it is using which segmenting base? economic factors political and legal factors geographic location benefits sought demographics

Barney Hopkins has compiled a list of things that make segments more attractive.Which of the following items should be on the list? profitability of products powerful suppliers to control prices many substitute products competition with superior resources financial resources

Scenario The Montreal Athletic Association (MAA) is an upscale club and fitness facility in downtown Montreal.The club offers comprehensive fitness services that include a state-of-the-art weight room, squash courts, handball court, boxing ring, Olympic-sized swimming pool, zumba dance classes, yoga rooms, spinning classes, and a gymnasium for volleyball, badminton, basketball, and floor hockey.Several of the classes and personal training services are headed by fitness celebrities and former Olympic athletes. eyond fitness, the MAA offers a world-class sports clinic that serves its members and many professional athletes.The clinic includes sports doctors, physiotherapists, and dietician services; and massage services and a restaurant are also part of the MAA offering.The restaurant, affectionately known by its members as "the Captain's Pub," has daily changes to its menu.Members routinely gather at the restaurant for drinks, holiday parties, Mother's Day brunches, and special events such as whiskey tastings.The staff likes to surprise its MAA "family members" by handing out roses to mothers on Mother's Day and having recognized experts lead the wine tasting sessions.Some members have belonged to the MAA for over 70 years! ot surprisingly, MAA is a favourite of celebrities when they shoot movies or perform concerts in Montreal.It is not uncommon for members to invite an A-lister movie star to join in a game of basketball or see a member have a game of squash with a rock-star.A few years ago, Reader's Digest voted MAA the best club in the country. he MAA likes to pamper its members.Change rooms are equipped with luxury towels and full amenities (e.g., shaving cream, razors, lotions, and shampoos).Laundry services and a pro shop with dedicated pros offering lessons are additional services that members can purchase. he MAA is not an inexpensive club.Each new member enters with an initiation fee of $250.Base monthly memberships on a 1-year contract start at $99 for those under 30, $109 for those between 30-35, and $125 for those over 35.The longstanding members who capture the "the spirit of the Club" are awarded Gold Memberships, which give the gold members access to special club privileges. You meet the General Manager of the MAA.He asks, "How should we assess the attractiveness of the different market segments

Sanguine Services practices a marketing strategy where its limited resources are used to go after a large share of two small niches.Sanguine practices which one of these strategies? undifferentiated differentiated mass concentrated geographically dispersed

List three variables that may be used to segment both consumer and business markets.

Mass marketing is becoming the marketing principle for the 21st century.