Exam 9: Segmentation, Targeting, and Positioning

We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based primarily on

After assessing the market growth potential and market competitiveness in Mexico for his company's baby products, Harmon wanted to evaluate market access. To do this, Harmon would consider

Social networking sites that compete directly with Facebook have a difficult time surviving; however, LinkedIn has survived by focusing on the needs of business professionals, who seek to network with colleagues, share their expertise, post online résumés, and look for new jobs. What segmentation method is LinkedIn using?

The loyalty program My Starbucks Rewards, which allows members to pay via their mobile device and earn points toward discounts and free offers, enables Starbucks to gather the purchase behavior data, appropriately segment that customer, and offer customers deals within a week.

The text states that "geodemographic segmentation can be particularly useful for retailers." Use a local retailer to describe how geodemographic segmentation could be useful.

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

Whenever the president of the local public university promotes the institution, he emphasizes the university's price (much lower than neighboring private colleges), high-quality education, and student-centered faculty. He is positioning the institution based primarily on

Sally is in the new marketing department of a midsized lawn and garden company. She is working on the firm's first-ever STP analysis. She has defined the mission and objectives and identified and selected a segmentation method. The next step is to

All of the following would be used in calculating the profitability of a segment except

Which of the following defines a value proposition?

When Talbots, an upscale women's clothing store, tries to portray an image of "traditional, conservative, and with good taste," it is appealing to its target market's

Jared is looking to expand his lawn-mowing business and wants to evaluate the profitability of a potential new market. The area he is looking at has 400 homes and Jared estimates that 10 percent of them would be likely to use his service. He charges $25 per mowing and on average customers mow their lawns 20 times a year. Jared estimates the variable costs to expand his business will be $5 per mowing and his fixed costs are $2,000. How much profit would Jared make on this new segment?

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

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.

Adidas Group owns Reebok and Rockport-both of which offer different types of shoes. Having a variety of brands allows Adidas to use a differentiated targeting strategy to

Within a perceptual map, a(n) ________ represents where a particular market segment's desired product would lie.

Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. She will now evaluate the attractiveness of each segment by considering whether those segments are all of the following except

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

The first step in the STP process is to