Exam 9: Market Segmentation, Targeting, and Positioning

Which of the following products would be the best choice to be marketed using an undifferentiated marketing strategy?

Psychographic segmentation divides a population into groups with similar values and lifestyles.

Ethnicity is one of the demographic segmentation variables. In the United States, the African-American population is the fastest growing ethnic group.

Kyle plans to buy new tires for a car that his family uses for camping trips. These tires are of the same type like those that are used on General Motors commercial trucks and can be purchased from Industrial Tire Company. The tires that Kyle will buy for his car can be classified as _____ products.

A basic distinction in types of markets is between markets that purchase the item for their own personal use and those that purchase the item for use either directly or indirectly in the production or distribution of other goods or services for resale. For example, when Logan stopped at the gas station to fill up his car before heading home for the weekend, they gas was for his personal use. However, when Brandon filled up his car with gas before a night of working as an Uber driver the gas was actually used to provide a service for sale. In this case, gas was:

Title Nine is a specialty retailer targeting active women with a proprietary mix of apparel designed for active lifestyles and sports. The company began as a direct marketer - using only catalogs and its website to generate sales. However, over the years, Title Nine has opened retail outlets across the country. The company identifies strategic opportunities for new stores based upon the sales generated by current customers in the potential market area. For example, if Title Nine has a significant number of purchasers in the Boston area, they will further analyze the market and select a location for a retail outlet. What type of segmentation strategy is Title Nine utilizing when selecting a market for a new store location? ​

Behavioral segmentation focuses on the demonstrated behavior of consumers. Looking at what consumers actually do, rather than their characteristics, brings us much closer to the actual purchase. Which of the following is NOT one of the approaches to behavioral segmentation?

Apple's iPhone and Samsung's Galaxy series have had some interesting advertisements over the years. With Apple's iPhone X now available, Samsung has introduced a new series of advertisements mocking the series of iPhones as constantly trailing Samsung's development across several attributes from waterproofing to the jack for the headphone. Samsung is utilizing a ________ positioning strategy.

Bobby Flay is a popular celebrity chef who is famous for his use of the grill to create his signature dishes. Recently, Bobby Flay debuted a line of grilling accessories and believes these products will be successful because he has a loyal following among men aged 30 to 60. What type of segmentation is utilized for this new line of grilling accessories? ​

What is psychographic segmentation? What is the most common method for developing psychographic profiles of a population?

The tagline used by Walmart, "Save money. Live better" is an example of a positioning strategy that is based on _____.

Geographic segmentation is frequently used by many firms when they perceive differences in the needs and wants of customers in different locations. Geographic segmentation is based on four different factors. Which of the following is NOT one of the elements of geographic segmentation?

While almost everyone purchases toothpaste, not everyone buys the same toothpaste. Even a single brand can have several variants to appeal to different customer needs. For example, Procter and Gamble's Crest 3D White is for those seeking brighter white teeth, Crest Pro-Health provides protection against plaque bacteria, and Crest Sensitivity is for those with sensitive teeth. Clearly, P&G is taking a(n) ______ approach with the Crest brand.

Psychographic segmentation divides a population into groups based on:

A consumer goods company segments its markets on the basis of purchase patterns of their customers. The company groups its consumers who regularly buy their product into heavy, moderate, and light users, and nonusers. This segmentation approach is an example of _____.

Automobile manufacturers and food processing companies typically segment a particular geographic region based on the same factors.

The division of the total market into smaller, homogenous groups is called _____.

While different approaches to segmentation are available to marketers, sometimes a combination of these approaches might be very effective. One such approach blends demographics, consumer lifestyle behavior, media usage, and shopping habits to place households into one of 66 identified segments. This approach is known as:

Describe how psychographic segmentation is a good supplement to segmentation by demographic or geographic variables.

Matiyos never worried about life insurance when he was young and single. However, when Matiyos and Jermesha got married, he started thinking about life insurance, but didn't purchase any. When they had their first child and bought a house, Matiyos thought it was time to buy life insurance so Jermesha could afford their house if something did happen to him. Matiyos' situation is typical when it comes to life insurance sales. Recognizing this, life insurance companies should use _______ as a segmentation variable.