Exam 9: Segmentation, Targeting, and Positioning

Giant Food Stores in suburban Washington, D.C., adjusts its ethnic food aisle offerings based on the ethnic groups living near each store. Giant Foods is using geodemographic segmentation.

When evaluating the attractiveness of the segment, if a segment is expected to react positively to the firm's offering, we say that the segment is

What lessons could Coca-Cola apply from its success with Coke Zero to other potential new products?

Marketers find psychographics a valuable segmentation approach. What are some of the limitations of psychographic segmentation and what can marketers do to offset those limitations?

Automobile manufacturers could build cars specially designed for very tall people (for example, over seven feet), but it is likely that this segment is not substantial.

Marketers often create a special marketing mix for loyalty segments because these segments are

Create a positioning strategy for your school's business program. How do you want potential students to view your program?

A laptop manufacturer is considering designing and marketing a left-handed laptop, with the keyboard rearranged to better suit left-handed people. The CEO is left-handed, and has pointed out to senior management that over 10 percent of the population is left-handed. It will not be inexpensive to design this new model, so the laptop manufacturer wants to make sure that this is an attractive segment. For each of the five criteria of segment attractiveness, list a question the laptop manufacturer will want to consider to evaluate attractiveness of left-handed laptop users as a segment.

Why do marketers often use perceptual maps when developing positioning strategies?

Ryan wants to sell personal website services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Ryan may have trouble with this segment not being

Which of the segmentation attractiveness criteria is addressed when Magnolia Pizzeria asks the question, "Are private food service companies allowed to deliver pizzas on the military base?"

How do you create and use a perceptual map? What positioning criteria might toothpaste manufacturers use in creating a perceptual map?

Beverage companies often use television commercials with images of young people laughing and enjoying themselves on a beach or in a club. These images are designed to appeal to consumers' __________, suggesting "be like me."

Four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and __________ targeting strategies.

Adidas Group owns Reebok, Rockport, and TaylorMade brands. Having a variety of brands allows Adidas to

Why would a company use a micromarketing strategy versus an undifferentiated strategy?

When Talbots, an upscale women's clothing store, tries to portray an image of "traditional, conservative, and with good taste," it is appealing to its target market's

The first step in the STP process is to

Identify two methods used in segmenting markets and give an example of a situation where each might be used.

One of the benefits of a differentiated targeting strategy is that it allows the firm to diversify its business and