Exam 8: Segmenting and Targeting Markets

There are many furniture manufacturers.Tall Paul's is the only one that makes furniture to meet the needs of people who are over 6'6" tall.These people find furniture designed for average-sized people to be cramped and uncomfortable.Tall Paul's uses _____ segmentation.

What is a segmentation base (or segmentation variable)? Name the common segmentation bases used by marketers to segment consumer markets.

Which of the following is a means of displaying or graphing,in two or more dimensions,the location of products,brands,or groups of products in customers' minds?

All of the following are steps in the market segmenting process EXCEPT:

Most airline frequent flyer programs reward the most frequent flyers with business class upgrades and flight lounge privileges.Airlines are using these rewards as a means of implementing _____ segmentation.

A (n)_____ could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands..

Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve,you would need to take six aspirin or Tylenol and four Advil.These promotions are using the positioning base of:

In 2008,Apple,Inc.introduced Mobile Me,which keeps everything on a consumer's Mac,PC,iPod or iPhone on an online server Apple calls the "Cloud" so that it can be accessed at any time.Apple is catering to on-the-go consumers who use multiple platforms.This positioning strategy is based on the:

Clorox describes individuals who buy lots of cleaning products as heavy users.This is an example of how companies use benefit segmentation.

Mercedes-Benz Daimler AG,the maker of Mercedes-Benz automobiles,is planning to launch a new line of downsized luxury vehicles in the United States by 2012.Daimler has experienced a recent drop in global sales attributed to its product mix that focuses on larger luxury automobiles.With increasing fuel prices and stricter U.S.fuel-economy standards coming down the pipeline,Daimler doesn't want to be left behind.Daimler is behind its competition,though.Its German rivals,Audi and BMW,have been relatively successful in the U.S.BMW's Mini Cooper,demanding as much as $34,000,has already driven away with some of Daimler's potential sales.While Daimler already offers the Smart car in the U.S. ,the new offerings will not be going after the same consumer -Refer to Mercedes-Benz.One potential problem is that some of the purchasers of Daimler's downsized luxury vehicles could be consumers who would have purchased a larger,higher-priced Mercedes-Benz.This situation is called:

Wrestling Merchandise Market research has shown that 6- to 17-year-old males,18- to 24-year-old females,and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or to attend a live match.Wrestling events are regularly broadcast in 120 different countries.Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation)can be purchased at JCPenney and Walmart.Clothes for adults are used to reach markets that may not buy action figures,video games,and novelty candy,but who are still proud to sport World Wrestling Entertainment (WWE)trademarks. -Refer to Wrestling Merchandise.Most wrestling fans live in the southern United States.Based on this information,what segmentation base would be appropriate?

Wrestling Merchandise Market research has shown that 6- to 17-year-old males,18- to 24-year-old females,and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or to attend a live match.Wrestling events are regularly broadcast in 120 different countries.Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation)can be purchased at JCPenney and Walmart.Clothes for adults are used to reach markets that may not buy action figures,video games,and novelty candy,but who are still proud to sport World Wrestling Entertainment (WWE)trademarks. -Refer to Wrestling Merchandise.The group identified as strong wrestling fans can be described as a(n):

The first step in segmenting a market is to choose a basis or bases for segmenting the markets.

Which criterion of useable market segments means the firm must be able to reach members of targeted segments with customized marketing mixes?

The James Hardie Siding Company sells concrete siding.It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed.So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years.In terms of psychographic segmentation,the siding company used the _____ variable.

A research firm has conducted marketing research on the market for metal roofing for homes.The research firm has determined there are thousands of homeowners who want the durability provided by metal roofs.These homeowners are generally married and between 25 and 54 years of age.They tend to live in suburban neighborhoods and most subscribe to lifestyle magazines.If you were interpreting these results,you might suggest that the research firm:

_____ have higher-than-average household incomes and education levels than the general U.S.population.

Markets are always segmented by at least two variables.

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers.The market for this book is based on demographics.

Increasing share of customer means: