Exam 9: Segmentation, Targeting, and Positioning

Healthcare Options 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 needed to determine if one of its stores was profitable or if it should close it. What is the formula for determining profitability?

What is the best situation in the Circles for a Successful Value Proposition framework?

Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers are also heavily motivated by self-fulfillment, which creates the possibility of ________ segmentation.

The perceptions of ________ are being measured in a perceptual map.

Write a value proposition for your favorite restaurant.

Paula is trying to determine whether the segments she is considering for her day care center will be profitable. Which of the following factors is least relevant to her analysis?

"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company. A corporate pilot fish would probably pursue a(n) ________ targeting strategy.

Almost all U.S. political candidates use some combination of red, white, and blue in their campaign posters. They are trying to position themselves in voters' minds using

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

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

Create an example of geodemographic segmentation.

Develop a lifestyle segmentation scheme for students at your university, and label and describe three segments. You can think of this as developing your own version of the VALS tool, but specifically for college students.

Greta 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. Greta is concerned with whether the segment is

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

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?

When evaluating the attractiveness of the segment, if a segment is expected to react positively to the firm's offering, we say that the segment is

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.

Marketers often employ a combination of segmentation methods, using ________ to identify and target their customers, and ________ to design products and messages to appeal to them.

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

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."