Exam 9: Segmentation, Targeting, and Positioning

Television advertising has recently expanded to include "mini-ads," which are short ads lasting five to ten seconds. These ads are most useful in advertising to men, since men are more likely than women to channel surf during commercial breaks. Given this fact, this type of advertising will be more useful to marketers engaged in ________ segmentation.

When Yoga Anywhere first opened, the owner decided to target only events at resorts in its geographic region. Yoga Anywhere was using a(n)________ targeting strategy.

Gail's Golf Getaways identified active retirees living in the retirement community nearby as one of her potential target markets. She knows she can tailor her service and marketing message to the schedules and interests of this audience. How will Gail evaluate the attractiveness of this segment?

Talbots, an upscale women's clothing store, targets college-educated women between 35 and 55 years old with average household income of $75,000 or more. This is a form of ________ segmentation.

Create an example of geodemographic segmentation.

Kellogg's marketing communications about its Special K cereal appeal almost exclusively to women. This is an example of ________ segmentation.

List the steps in the segmentation, targeting, and positioning process.

A business would consider salient attributes when

How can an individual's self-concept affect a marketing strategy? Provide an example of a product that requires marketers to consider self-concept.

When Victoria's Secret offers different product lines, such as its Pink line, it is trying to capture the market by

Your business is best described as an entrepreneurial start-up venture with limited resources. It sells basketball sneakers for women. Describe the marketing strategy that is most beneficial for your company.

Kelvin Electronics is known for high-end and expensive electronics targeted to prestigious consumers. Last fall, Kelvin Electronics introduced a mid-priced line of audio products because it knew this would have great potential to appeal to a large consumer market. Kelvin assumed consumers would be pleased to have this more affordable option and decided not to market it separately but to let sales grow from existing customers. It was surprised when sales were minimal and ultimately, the company dropped the lower-priced products. When evaluating segment attractiveness, what aspect did Kelvin fail to consider?

Which segmentation method is being used when M&M's offers special graduation-themed packaging for customized M&M's (imprinted with the name, graduation date, and special messages for the graduate)?

Get Well Soon Inc. markets health-care aids such as walkers, crutches, and portable oxygen tanks. It is located in a large city with branches in neighboring suburbs. It needs to determine if one of its stores is profitable or if it should be closed. What is the formula for determining profitability?

How do the attributes of occasion and loyalty affect behavioral segmentation?

Customers at Brent Hill Salons are rewarded with a free haircut after purchasing ten haircuts. This is an example of

Geodemographic segmentation can be particularly useful for ________, because customers typically patronize stores close to their neighborhood.

Recently the Lego company introduced a new line of toys designed for girls as a response to research which showed the company should market to this largely untapped group. Which type of segmentation revealed this information to the company?

The Value and Lifestyle Survey (VALS)conducted by Strategic Business Insights (SBI)is a widely used tool for geographic segmentation.

A university that uses benefit segmentation to target students who want to get a degree while still working full-time would most likely focus on