Exam 8: Segmenting and Targeting Markets

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 Wal-Mart.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.Prior to the 1990s,professional wrestling tried to compete as a legitimate sport just like football and baseball.Now it uses the term "sports entertainment" when talking about what it is marketing to its fans.This is an example of the implementation of a(n)_____ strategy.

Thompson Pools installs and maintains swimming pools.They group their customers according to their needs: new installs,regular maintenance,and frequent product consumers.When do they need a new segmentation analysis?

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.Daimler plans to introduce the downsized luxury vehicles in major U.S.cities,such as Los Angeles,New York,Miami,Atlanta,Dallas,and Chicago,because market research has shown that these metropolitan areas have the greatest potential with respect to the consumers able to purchase a $30,000+ smaller luxury vehicle.Which type of psychographic segmentation does this represent?

A series of stages determined by a combination of age,marital status,and the presence or absence of children is known as the:

Product differentiation is a positioning strategy.

To be successful,most businesses focus on customer service.However,the cable industry has a history of poor customer service.Cable companies are facing competition for TV customers who once had no choice but cable if they wanted to see more than local programs.In the face of this competition from direct broadcast satellites,cable companies are trying to use a _____ strategy to show that they have become customer-oriented.

Increasing share of customer means:

The requirement for a market segment to be responsive means:

While most marketing to Generation Y tries so hard to be hip that it borders on parody,Vans has kept the decades-old brand real and vital for Gen Yers.Marketing programs the footwear manufacturer uses to reach Gen Yers include the Vans Skate Parks,which operate in malls around the country; the wildly successful Vans Warped Tour for alternative music; and the Vans Triple Crown,the brand's answer to the X Games.The segmentation plan used by Vans relies heavily on _____ segmentation.

Evenflo makes baby-gates to keep toddlers off stairs.What demographic segmentation variable will Evenflo use to identify its target market?

_____ is the development of a specific marketing mix to influence potential customers' overall perception of a brand,product line,or organization in general,and is related to the place a product occupies in consumers' minds relative to competing offerings.

A market segmentation study done by the University of Thessaly in Greece classified recreational skiers in terms of their gender,age,and educational levels.The study used psychographic segmentation variables.

If a market segment is especially motivated by coupons in newspapers,which segmentation success criterion is most influential in the success of this program?

According to the criterion of _____ a selected segment must be large enough to warrant developing and maintaining a special marketing mix.Serving the specific needs of this segment must be commercially viable,even if the number of potential customers is small.

Train collectors Jack McCoy and Sandro Dias have decided to open a store that sells train memorabilia--everything from toy train sets to full-sized railroad signs.After 18 months in business,they have noticed most of their sales are to the same small group of customers (about 40 people)even though they have records to show there are over 200 active train collectors within a 50-mile radius of their store.Their retailing experience is supportive of the:

Which of the following businesses would be most likely to use family life-cycle segmentation?

The business market consists of four broad segments: producers,resellers,governments,and regions.

_____ segmentation is based on personality,motives,and lifestyle.

Stouffer's offers gourmet entrees for one segment of the frozen dinner market and Lean Cuisine for another segment that wants both good taste and low calories.When Stouffer's chose to serve two well-defined market segments and develop distinct marketing mixes for each,it was implementing a(n)_____ strategy.

Modern Maturity magazine is targeted toward adults age 50 and older.It has articles on health and fitness as well as the arts and finance.What segmenting base is Modern Maturity using?