Exam 9: Segmentation, Targeting, and Positioning

One of the reasons marketers use loyalty segmentation is

The different methods of segmenting a market include targeting, positioning, psychographic, and behavioral.

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club. These images are designed to appeal to consumers' ________, suggesting "be like me."

At which point in the STP process does a firm ensure its segmentation strategy is consistent with and derived from its strengths, weaknesses, opportunities, and threats?

Trish is the marketing manager of a company that manufactures cinnamon. How can Trish use a differentiated targeting strategy?

Keith is developing an Internet auction-based business. After establishing his objectives, describing potential market segments, and evaluating the attractiveness of each segment, Keith now has to choose which target market to focus his efforts on. What factors should influence his decision?

Godiva Chocolates produces specially decorated boxes of candies for Valentine's Day, Easter, and Christmas. This is an example of ________ segmentation.

Bree has identified three potential market segments for her on demand car rental company. She is concerned that the local market isn't large enough and wonders if she should introduce this concept in a large city instead. Which characteristic of segment attractiveness is Bree addressing?

The relationship of a product's price compared to its quality is known as value.

Maria's favorite online store allows her to have skirts made to her exact measurements. At just 4'8" tall, it's difficult for her to find work appropriate skirts anywhere else. The online store Maria shops at is using

Segment profitability asks marketers to consider segment size, segment adoption percentage, purchase behavior, profit margin percentage, and fixed costs. Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.

In a classic example of segmentation strategy, years ago Swift Meat Company transformed turkey meat into "Butterball" turkeys. In doing so, the company

In the Circles for a Successful Value Proposition framework, the portion of the customer needs\wants circle that doesn't overlap with anything else represents

Whenever the president of the local public university promotes the institution, he emphasizes the university's price most often because its tuition is much lower than neighboring private colleges, while students still receive a high-quality education with a student-centered faculty. He is positioning the institution based primarily on

Carrie's Tennis Camps initially identified active retirees living in the retirement community nearby as one of its target markets. Carrie then tailored service and marketing messages to the interests and schedules of that audience. The company initially used ________ segmentation and then used ________ segmentation.

In theory, why is micromarketing the ultimate in STP strategy? What is the weakness associated with micromarketing?

Choose a fast-food restaurant chain that does business in your area. Describe the company's target market and explain how its marketing mix is designed to appeal to this target market.

A laptop manufacturer is considering designing and marketing a left-handed laptop, with the keyboard rearranged to better suit left-handed people. The CEO is left-handed and has pointed out to senior management that over 10 percent of the population is left-handed. It will be expensive to design this new model, so the laptop manufacturer wants to make sure that this is an attractive segment. For each of the five criteria of segment attractiveness, list a question the laptop manufacturer will want to consider in evaluating the attractiveness of "left-handed laptop users" as a segment.

When deciding how to promote her new art gallery, Lila Williams decided that she did not need to throw a large grand opening reception. Instead, she promoted the center to the local artists groups and art schools in the area. Lila Williams was engaged in a concentrated targeting strategy.

Create a positioning strategy for your school's business program. How do you want potential students to view your program?