Exam 8: Market Segmentation, Targeting, and Positioning

In the segmentation process, pairing side sleepers with firm pillows, back sleepers with medium pillows, and stomach sleepers with soft pillows would be done with a

Which of the following statements about Zappos is most accurate?

The purpose of the five key steps in segmenting and targeting markets is to

The annual Street & Smith's Baseball magazine uses 15 different covers featuring a baseball star from each of its regions in the United States, yet each regional issue has the same magazine content. The publisher is using which of the following segmentation strategies?

Describe the four general bases that are used to segment consumer markets.

It is not recommended that a firm select a target segment that

All of the following are included in an ideal positioning statement except which?

When a new product or a new retail chain steals customers and sales from the organization's older products and retail outlets, it is referred to as

A perceptual map is

All of the following are market segmentation strategies except which?

A perceptual map enables a manager to see how ________ perceive competing products or brands, as well as the firm's own product or brand.

The William Morris Agency represents country singer Trace Adkins in negotiations with various venues in which he could perform. Imagine that the agency decided the singer would not perform at venues located in communities that have fewer than 100,000 residents. Thus, the agency is using ________ segmentation.

Market segments are

Jordan Lewis owns a company that makes Triangle BBQ Sauce. She wants to target local people who like the special blend of flavors found only in North Carolina barbecue sauce. In developing a marketing strategy to sell the sauce, Lewis decided to join Goodness Grows in North Carolina, a specialty food association that advertises local products and distributes them to local supermarkets and gourmet shops. Lewis has just

About 3 percent of the population has some degree of allergic reaction, usually mild, to preservatives used in salad bars. Restaurants might consider people with these allergies as a separate segment. To implement this segmentation strategy, restaurants would have to prepare a regular salad bar and a special salad bar for the allergies segment. This multiple product, multiple market segment strategy would have the greatest difficulty meeting which of the following criteria used to form market segments?

What are the four steps to positioning a product with a perceptual map?

Why would an organization produce multiple products or services and then attempt to sell them to two or more market segments?

All of the following are psychographic segmentation variables except which?

Each cell of the complete market-product grid shows the

The 80/20 rule suggests that