Exam 8: Segmenting and Targeting Markets

Military Spouses is the only publication in the world that targets readers who "are married to the military." Its content reflects the unique set of challenges,hardships,and rewards to those whose spouses are in the military.The marital status that has been used to distinguish the market for this magazine is an example of a(n):

NASCAR racing fans are some of the most diverse and loyal fans in the world.They will stand in the pouring rain,the freezing cold,or the blistering heat for hours to shake the hand and get the autograph of a NASCAR super driver.These fans are not concentrated in any one area,but are dispersed throughout the United States.A Web site designed to market NASCAR memorabilia would be most likely to be successful if it used _____ segmentation to determine its target market.

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 _____.

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.

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

A Small World is a nonprofit retail store that sells gift items made by artisans from over 30 different countries.This store provides employment to craftspeople in developing nations and markets their handiwork at a fair price.The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible.The store uses _____ segmentation.

The place a product,brand,or group of products occupies in consumers' minds relative to competing offerings is referred to as a product's:

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

Almost all cell phones sold in the United States sold are black or gray.Almost all cell phones sold in Europe are colorful,and very few black phones are sold.A cell phone manufacturer knowing this information could use _____ segmentation when selling its phones internationally.

A health club has a new fitness program for expectant mothers.After fliers were placed at the offices of area obstetricians,classes filled up within two days.Which segmentation success criterion was most influential in the success of this promotion?

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 consumers. -Refer to Mercedes-Benz.Baby boomers have money to burn and will be the primary target for the downsized,luxury vehicles offered by Mercedes.Many of them will want this type of car to feel young again.This group is considered a _____.

All of the following are typical bases for positioning EXCEPT:

The Hispanic American market is best treated as a single segment.

Products such as bleaches,aspirin,unleaded regular gasoline,and some soaps are distinguished by differences,such as brand names,packaging,color,smell,or "secret" additives.With these products,marketers attempt to convince customers their product is significantly different from the others and should therefore be demanded over competing brands.These marketers are using:

A product's positioning could be based on product users.

The _____ proposes that a minority of a firm's customers purchase a majority of the volume of the product.

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 consumers. -Refer to Mercedes-Benz.Mercedes-Benz's Baby boomers are a useful segment because they meet certain criteria.Which of the following do the baby boomers meet?

Land's End offers customers the option of having jeans and other types of pants made to fit them according to their waist,hip,and leg length measurements.This is an example of:

Which type of segmentation divides a market by the amount of product bought or consumed?

What is usage-rate segmentation? What is the 80/20 principle,and how does it apply to usage-rate segmentation?