Exam 9: Segmentation, Targeting, and Positioning

The manager of Whispering Breeze Country Club wants members of the very upscale club to use the bar and dining facilities more frequently. He offers a two-for-one "happy hour" special but few members show up. The manager does not have a grasp of what would make his target market

Bethany is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Bethany is concerned with whether the segment is

A complex product that is best described in writing will be difficult to explain to consumers who are unable to read. For this reason, a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.

What defines a value proposition?

Which of the segmentation attractiveness criteria is addressed when Shiller's Sub Sandwich restaurant asks the question, "Are private food service companies allowed to deliver meals on the military base?"

Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics, psychographic segmentation

Abby is looking to expand her pet grooming business and wants to evaluate the profitability of a potential new market. The area she is looking at has 2,000 homes and Abby estimates that 20 percent of them would be likely to use her service. She charges $45 per grooming and on average customers groom their pets six times a year. Abby estimates her variable costs to expand her business will be $10 per grooming and her fixed costs are $10,000. How much profit would Abby make on this new segment?

Which of the segmentation attractiveness criteria is addressed when Marlowe's Café asks the question, "Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

Firms use a differentiated targeting strategy because

More and more women have been posting photos of themselves on social media wearing little to no make-up to emphasize the concept of real and natural beauty. Beauty brands such as Glossier have responded to this trend by producing and marketing a product line that celebrates the natural beauty of women. What type of segmentation method is being used to segment this market?

Jerome has found that both commercial and residential real estate buyers respond positively to his marketing communication message. Jerome has identified different ________ that respond similarly to his marketing efforts.

Grubhub, DoorDash, and Uber Eats are three major competitors in the restaurant meal delivery market. Choose one of the three firms and describe its positioning efforts.

If values provide an end goal, and self-concept is the way one sees oneself in the context of that goal, lifestyles are

Marcus wants to position his firm against his competitors. In doing so he should

The program My Starbucks Rewards, is an example of how one business focuses on building customer loyalty.

NASCAR redirected its marketing efforts when a survey indicated that almost 50 percent of its fans were female. This is an example of psychographic segmentation.

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and

Four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and ________ targeting strategies.

Assume you are the marketing consultant for your university, which wants to focus its marketing efforts on retention of current students. You have a choice of segmenting the undergraduate student market on either a geographic or psychographic basis. What is the difference between the two? Which would you recommend, and why?

Dennis wants to sell personal care products at minimal cost to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Dennis may have trouble with this segment not being