Exam 8: Market Segmentation, Targeting, and Positioning

One marketing action that can be taken to sell a single product or service to multiple market segments is to

ExxonMobil targets consumers that fill up their gas tanks more than once a week with its Chase Visa fuel card. Here, ExxonMobil is using which segmentation variable?

Universal Concerts wants to bring a series of music concerts to Canada next year. In general, western Canadians prefer country music while eastern Canadians prefer rock. In fact, a country music event in eastern Canada is very likely to have lots of empty seats. To maximize revenue, Universal Concerts should segment its Canadian market according to

If Wendy's customers are buying an eating experience, which of the following would make the most sense for grouping the products Wendy's sells?

What are the criteria used to select target markets?

The process of segmenting a market and selecting specific segments as targets is the link between ________ and the organization's marketing program.

Which of these is collected from consumers to develop a product's perceptual map?

The 80/20 rule is most closely related to which basis of segmentation?

All of the following are examples of increased customer value from organizational synergy except which?

Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as

One advantage of a market-product grid is that it can be used to

All of the following are criteria used for selecting target market segments except which?

Recently Colgate-Palmolive introduced Colgate Enamel Health toothpaste, one that claims to replenish and polish tooth enamel, the hard outer layer of the tooth that provides a protective barrier to inner layers. This new formula helps to separate the Colgate product from its top competitors, such as Crest. What marketing strategy did Colgate-Palmolive use here?

College dorm residents frequently want to keep and prepare their own food and snacks to save money or have a late-night snack. However, their dorm rooms are often woefully short of space. MicroFridge marketers understand this and offer a single appliance with small refrigerator, freezer, microwave oven, smoke sensor, and a charging station for laptops and mobile phones targeted to these students. MicroFridge is most likely using which basis of segmentation?

Grocery retailer Safeway displays the thousands of items it sells in aisles containing related items or product groupings such as the pet food aisle or the soft drink aisle. Why would Safeway display and sell product groupings in this manner?

Evergreen Air Center in Marana, Arizona, is the world's biggest parking lot for unwanted commercial aircraft. Airlines pay from $750 to $5,000 a month for its storage service. The warm, dry air where the operation is located serves as a cheap and effective airplane preservative. Which segmentation variable might Evergreen use to segment the market?

Differentiation positioning requires a product to

The final step in segmenting and targeting markets that links customer needs to marketing actions is to

The Nielsen PRIZM lifestyle segmentation is based on the belief that "birds of a feather flock together." It combines ________ with a geographic component.

Criteria for forming segments involve both similarities and differences. Which of the following statements is most accurate?