Exam 9: Market Segmentation, Targeting, and Positioning

The O ³technology refers to an innovative tennis racquet Prince Sports developed that simultaneously delivers faster racquet speed and a bigger sweet spot in the middle of the frame. Prince Sports has implemented a ________ strategy with its O ³innovative tennis racquet technology.

Tony Hsieh, CEO of Zappos, offers up to $5,000 to anyone who

Which of these is included in an ideal positioning statement?

All of these are criteria used for forming market segments except which?

Manufacturing a product only when there is an order from a customer is referred to as

A market-product grid is a framework to relate

One advantage of a market-product grid is that it can be used to

Why would an organization produce multiple products or services and then attempt to sell them to two or more market segments?

Market segments are

Cannibalization would most likely occur if

While many energy drinks target teen and young adult males with extreme sports themes, 5-hour Energy frequently advertises toward adults needing a quick and easy way to get through a busy workday. The strategy for 5-hour Energy would be described as ________ positioning.

Market segmentation stresses ________ and relating them to specific marketing actions.

The calculation for ________ considers a customer's product or service usage rate, their loyalty to the company, and the firm's cost to serve that customer over time.

Four general categories are used to segment consumer markets, one of which is

Variables that are based on some objective physical (gender, ethnicity), measurable (age, income), or other classification attribute (birth era, occupation) of prospective customers are used in which segmentation base?

If Wendy's customers are buying an eating experience, which grouping would make the most sense for the products Wendy's sells?

During its market segmentation process for the Nike Air Jordan 6 Retro Paris Saint-Germain basketball shoe, which sells for $225 a pair, Nike decided to concentrate on affluent teens rather than members of high school basketball teams. This is an example of

Which of the following competitors mentioned in the text should the owner of a Wendy's restaurant monitor closely due to its explosive growth in the number of current and proposed locations-one that is or may soon be near this Wendy's?

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 largest potential market segment consists of

The primary focus of Zappos's initial market segmentation strategy was to sell