Exam 9: Segmentation, Targeting, and Positioning

Which of the segmentation attractiveness criteria is assumed by the statement, "Build it, and they will come"?

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.

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question, "Are private food service companies allowed to deliver pizzas on the military base?"

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

For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting its marketing mix variables in order to give customers

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.

A company that sells only multigrain, low-calorie bread should use an undifferentiated targeting strategy.

When a marketer adjusts the marketing mix to give customers a clear, distinctive, desirable understanding of what the product does, the marketer is engaging in psychographic segmentation.

Kim's Kayak Tours 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 Kim evaluate the attractiveness of this segment?

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.

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

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

One of the reasons marketers use loyalty segmentation is

It would be logical for bathing suit marketers to use geographic segmentation.

Carlos has identified four potential market segments for his Rent-A-Nurse service. He will now compare the segments to see if they are distinct from each other. Carlos is evaluating whether or not each segment is

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

Perceptual maps include positions of current brands as well as ideal points where a consumer segment would want a product to be.

Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation.

Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom)?

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