Exam 9: Segmentation, Targeting, and Positioning

Which of the segmentation attractiveness criteria is addressed when Magnolia Café asks the question, "Are there enough employees in the government center to justify targeting the center for lunch delivery service?"

Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.

The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently. He offered a two-for-one happy hour special but few members showed up. The manager did not have a grasp of what would make his target market

"Why create a perceptual map?" asked David. Andreas, the senior marketing manager, gave him four reasons. Which of the following is NOT a valid reason?

A self-values map displays the position of products or brands in the consumer's mind.

Corporate pilot fish are former employees who start a new business based primarily on contacts and contracts with their old company. A corporate pilot fish would probably pursue a __________ targeting strategy.

After assessing the market growth potential for his company's baby products in Mexico, Harmon wanted to evaluate market competitiveness. To do this, Harmon would consider

Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of

The Lite beer commercial with the slogan, "less filling, tastes great," was based on __________ segmentation.

The perceptions of __________ are being measured in a perceptual map.

Social networking sites that compete directly with Facebook have a difficult time surviving; however, LinkedIn has survived by focusing on the needs of business professionals, who seek to network with colleagues, share their expertise, post online resumés, and look for new jobs. What segmentation method is LinkedIn using?

Why must a firm's STP strategy be consistent with and derived from the firm's mission and objectives?

Marketers often employ a combination of segmentation methods, using __________ to identify and target their customers, and __________ to design products and messages to appeal to them.

When developing a positioning strategy, marketers may choose to position their offerings against the offerings of competitors. If you were to do so, what would you expect your competitors to do?

List the steps in the segmentation, targeting, and positioning process.

What is the best situation in the Circles for a Successful Value Proposition framework?

For products like pencils and paper clips, marketers should probably use an undifferentiated targeting strategy.

Marco was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider

Kim's Kayak Tours initially identified active retirees living in the retirement community nearby as one of its target markets. Kim then tailored her service and marketing message to the interests and schedules of that audience. Kim initially used __________ segmentation and then used __________ segmentation.

Let's Dish is a meal-preparation service operating in three states. Customers visit a Let's Dish store to select and partially prepare their meals, which are then packaged for the freezer. At home, the customer can pull a meal out of the freezer and warm it in the oven or microwave. If Let's Dish wanted to expand into new areas of the U.S., what segmentation method would probably be most useful in choosing new locations?