Exam 9: Market Segmentation, Targeting, and Positioning

New Balance has many offerings. It makes the Minimus line of shoes with a Vibram outsole and REVlite cushioning for those who want to "feel the trail." Its 1260v2 shoe incorporates Stabilicore technology to "deliver a plush, smooth, and stable ride." And its top of the line, 990v3 traditional running/walking shoe uses a "premium pigskin upper with mesh inserts for breathability, a stability-enhancing ABZORB insole, and ENCAP to promote a healthy gait." The strategy of appealing to different types of customers in this way is an example of

Market segmentation involves aggregating prospective buyers into groups that have common needs and will

Which of the following is a criterion used in forming market segments?

Figure 9-7 -Figure 9-7 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus. Assume a large market (shown by a 3) is three times the size of a small market (shown by a 1) and a medium market (shown by a 2) is twice the size of a small market. The meal occasion (product grouping) that comprises the largest product grouping is

A perceptual map is

Product positioning is

Criteria for forming segments involve both similarities and differences. Which of the following statements is most accurate?

In the sneaker business, Heelys practiced ________ positioning when it introduced a line of Heelys sneakers that came with an imbedded, detachable wheel in the shoe's heel marketed to young teens.

Explain the difference between marketing synergies and product synergies.

What are the four steps to positioning a product with a perceptual map?

Figure 9-9 -The perceptual map in Figure 9-9 above shows adult perceptions for beverages. Suppose a marketer is introducing a new beverage that is higher-than-average in nutrition and is intended for adults. It will probably be most useful to promote the drink as similar to what?

Define product positioning. What are two approaches to product positioning? Give an example of each approach.

Figure 9-2 -The table in Figure 9-2 above is known as a

_______ links market needs to an organization's marketing program.

Which of the following is an example of a Tiffany/Walmart strategy?

In the segmentation process, pairing slide sleepers with firm pillows, back sleepers with medium pillows, and stomach sleepers with soft pillows would be done with a

Assume you are manager of Outback Steakhouse, 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 its market, and explain why each supports the appropriate market segmentation strategy.

A nonprofit food bank was handing out food to anyone who requested it on a weekly basis. It now wants to give free food only to people who go hungry on a daily basis. This will be the market segment it targets. How does the formation of its market segments differ from the strategy used for a retail store?

"For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books as well as a combination of extraordinary convenience and low prices" is a ________ statement for Amazon.

Which of these is a disadvantage of employing a multiple products, multiple market segments strategy if not implemented well?