Exam 9: Market Segmentation, Targeting, and Positioning

Sustainability has become an important value among individuals in the United States and some believe that manmade factors such as the increased use of diesel and gasoline in cars has led to global warming. Those worried about global warming and seeking ways to reduce their carbon footprint and have invested in products such as solar panels for their homes and electric or hybrid vehicles. What type of segmentation would be most appropriate for Toyota to utilize in marketing its Prius - a hybrid vehicle? ​

Bass Pro Shops retail stores have to be experienced in person for the full effect. Bass Pro is much more than just a retail store, as they include massive aquariums and fabulous displays, all directed toward people with an interest in outdoor sporting activities. Bass Pro also offers their Outdoor Skills Workshops, where customers can refine their skill in activities such as fly fishing and archery. If you enjoy hunting, fishing, and boating, Bass Pro Shop is the place for you! Bass Pro Shop is using:

You have just been promoted to vice president of marketing for your firm. Unlike your predecessor, you believe the firm can increase its sales in a market by focusing on more than one segment of the market. You recognize that doing this means your firm will incur higher production costs. Based on this information, which of the following targeting strategies are you advocating?

Lululemon Athletica, which specializes in athletic wear for women, recently launched a website featuring Ivivva, a new line of athletic and dance clothing for girls. Based on the information given in this example, Lululemon Athletica is using _____ segmentation to segment its markets.

The target market for a product is the specific segment of consumers most likely to purchase that particular product.

Marketers rarely encounter differences among members of a target group, as they segment potential consumers into homogeneous groups.

Procter and Gamble is seeking to target women aged 18 to 34 to influence their purchasing of shampoo and bath gels. They selected the television network ABC Family and specifically airs commercials during the "Pretty Little Liars" time slot. Which criteria of effective segmentation is Procter and Gamble utilizing? ​

Nike not only manufactures and distributes shoes for several different sports but also develops advertising campaigns around star athletes from these different sports. As just a few examples, LeBron James and Kevin Durant promote the Nike basketball shoes, Cristiano Ronaldo promotes soccer cleats, and Odell Beckham, Jr. promotes football cleats. Nike is taking a(n) ______ approach.

A company that practices differentiated marketing can generate more sales compared to those generated by undifferentiated marketing.

Detergent packets purchased by a leading laundry service are considered business products.

Vicks advertises its NyQuil brand is THE nighttime cold remedy. Vicks wants you to think of NyQuil whenever you need a "nighttime, sniffling, sneezing, aching, coughing, stuffy-head, fever, so you can rest medicine." NyQuil is the product for this situation. NyQuil is using a_______ positioning strategy.

Firms must attempt to group consumers according to the presence or absence of those factors that affect purchase decisions.

Explain how each product listed below can be classified as either a consumer and/or business product. 1.Shampoo 2.Steel bars for concrete reinforcement 3.Lawn mower 4.Computer 5.Automobile

Oscar Mayer, a maker of various meat products, introduced Lunchables, a product specifically aimed at children. This is an example of:

Families, bachelors, and retirees could be considered separate market segments for a company promoting travel packages.

North Face is a well-known brand affiliated with active lifestyles such as backpacking, snow skiing, and camping. The company's products are available in a wide number of retail outlets as well as their company-owned specialty stores. The mix of products sold in the retail outlets varies widely depending on the market location. For example, stores in Northern California stock technical products suitable for customers who are avid backpackers, hikers, and rock climbers while retailers in the Midwest states offer a greater selection of apparel. What type of segmentation is reflected by stores carrying the North Face brand?

Describe the three approaches to product-related segmentation.

American Express, a large firm with many financial products, recently introduced two new credit cards designed for very specific markets: The Knot, for engaged couples, and The Nest, for newlyweds. This is an example of _____ marketing.

The latest ad of Crest toothpaste says "Crest is a cavity fighter." This is an example of a positioning strategy based on:

Market segmentation plays a very important role in developing a marketing strategy. Select the best definition of market segmentation from the choices below.