Exam 9: Market Segmentation, Targeting, and Positioning

________ occurs when a new product or a new retail chain steals customers and sales from the organization's older products and retail outlets.

A means of displaying in two dimensions the location of its own and competing products or brands in the minds of consumers is

The first step in segmenting and targeting markets that links customer needs to marketing actions is to

Best Foods Co. is considering expanding beyond the regional market segments now served by its Hellmann's mayonnaise. One criterion management wants to use to evaluate potential new geographic market segments is whether additional real estate must be purchased or leased to serve new segments. This is an example of which criterion used to select target market segments?

Differentiation positioning requires a product to

All of these are included in an ideal positioning statement except which?

A perceptual map enables a manager to see how ________ perceive competing products or brands, as well as the firm's own product or brand.

The State of Alabama Board of Tourism ran a series of ads showing traditional families enjoying various attractions in the state. Since the apparent target of these ads is the traditional family, it appears that the State of Alabama Board of Tourism has segmented the market using ________ variables.

When Ann Taylor, a well-known retailer of sophisticated women's clothing, started losing sales to its own LOFT stores that feature moderately priced casual clothes, Ann Taylor was dealing with the marketing phenomenon known as

Head-to-head positioning requires a product to

There are five steps involved in segmenting and targeting markets. What should a marketer do after he or she has grouped products to be sold into categories?

Zappos's original target market customers consisted of people who wanted all of these except which?

Each cell of a complete market-product grid shows the

Figure 9-2 -Consider Figure 9-2 above. My Pillow uses infomercials and product demonstrations at events such as state fairs to market its line of pillows that are guaranteed to be "the most comfortable pillow you'll ever own!" Based on the market research above, which market-product combination should My Pillow target?

Nike employs a ________ strategy with its Nike by You service which configures shoes to a customer's specific preferences for colors, solos, logos, and added initials and numbers.

There are five key steps in segmenting and targeting markets, which link market needs of customers to the organization's marketing program. List these five key steps.

More than half of all U.S. households are composed of only one or two persons, so Aunt Jemima offers one serving meals, such as its Ham & Egg Scramble and Oatmeal Pancakes. Aunt Jemima is using ________ as the basis to segment its market.

According to Tony Hsieh, CEO of Zappos, the company devotes the greatest amount of time to

When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids

Which of the following is not a criterion that would support forming market segments?