Exam 2: Consumer Focused Strategy: Segmentation and Positioning

Retail operations, such as Pottery Bam Outlet Store, Williams-Sonoma Outlet Store, Designer's Store Warehouse, and Overstock.com, that aim at appealing to the "value segment" are segmenting the market based on price.

Abby is an education major in college.Abby eventually wants to settle down, get married, and have children, although she wants to work with children as a school teacher.Ideally, she would like to move back to her small-town horne, where the rest of her family lives.She often goes horne on the weekends because her strong Christian religion doesn't condone drinking and "partying." According to the VALS System segmentation model, to what segmentation group does Cindy most likely belong?

Which of the following about positioning is false?

Politicians often market themselves by emphasizing situations in which their opponents exercised poor judgment in an attempt to get voters to change how the opponent is judged.This is an example of what type of positioning?

One strategy for positioning a follower brand is to separate the brand from the market leader by creating what appears to the customer as a new product category.

Cindy, Bob, and Tina are all college students. Cindy is a music major.While she enjoys composing and playing her own music, she doesn't have strong ambitions toward having a career.Ideally, she would like to find a nice guy (but not a business major), get married, move out to the country so she can have a garden and maybe even a horse, and teach piano lessons out of her horne. Bob is currently a frnance major, after recently changing from management.(He has also been a political science major and an engineering major- they all seem cool, but none of the majors seem to be able to hold his interest.) Besides changing majors, Bob loves to play club sports, really enjoys going to bars and socializing with his fraternity brothers, and considers himself to be fairly "hip" and "cool." Tina is an education major.Like Cindy, she eventually wants to settle down, get married, and have children, although she wants to work with children as a school teacher.Ideally, she would like to move back to her small-town horne, where the rest of her family lives.She often goes horne on the weekends because her strong Christian religion doesn't condone drinking and "partying." Based on the descriptions provided above and according to the VALS segments, which student most likely belongs to the "makers" segment?

Define the steps in the "divide and conquer" process described in your readings.

Demographic based segmentation is the most popular segmentation base.

Cindy, Bob, and Tina are all college students. Cindy is a music major.While she enjoys composing and playing her own music, she doesn't have strong ambitions toward having a career.Ideally, she would like to find a nice guy (but not a business major), get married, move out to the country so she can have a garden and maybe even a horse, and teach piano lessons out of her horne. Bob is currently a frnance major, after recently changing from management.(He has also been a political science major and an engineering major- they all seem cool, but none of the majors seem to be able to hold his interest.) Besides changing majors, Bob loves to play club sports, really enjoys going to bars and socializing with his fraternity brothers, and considers himself to be fairly "hip" and "cool." Tina is an education major.Like Cindy, she eventually wants to settle down, get married, and have children, although she wants to work with children as a school teacher.Ideally, she would like to move back to her small-town horne, where the rest of her family lives.She often goes horne on the weekends because her strong Christian religion doesn't condone drinking and "partying." Based on the descriptions provided above and according to the V ALS System, which student most likely belongs to The "makers" segment?

What is the goal in analyzing and engaging in the development of market segments?

Delta Airlines now offers a preferred seating section on many flights (usually the front part of the coach section of the airplane) to appeal to and reward members of its frequent flyer club.This is an application of product usage segmentation.

The ultimate goal of market segmentation is better serving the consumer while improving profitability.

Cannibalization is the phenomenon that as market segmentation increases, sales increase; but as market segmentation increases, costs also increase.

For years, Campbell's Soup ran ad campaigns showing chilly kids and parents corning horne for lunch to a steaming bowl of soup.This is an example of what type of positioning?

Demographic segmentation involves segmenting on the basis of cultural differences among consumers living in different cities, states, regions, or countries.

One unfortunate consequence of market segmentation is that consumers spend more time in search, evaluation, and purchase activities.

What phenomenon recognizes that as market segmentation increases, sales increase; but as market segmentation increases, costs also increase?

The opposite of micromarketing is mass customization.

is the measurement of lifestyle, typically defmed in terms of activities, interests, and opinions.

A target market is simply the segrnent(s) toward which a finn's marketing efforts are directed.