Exam 8: Segmenting and Targeting Markets

The marketing manager of Gevala gourmet coffees wants to target the gay male consumer because he thinks this segment of consumers appreciates and consumes gourmet coffee.Even though gay lifestyles are becoming more accepted socially,the manager is finding it difficult to determine the market potential for this segment because many gay consumers are not willing to admit their lifestyle publicly.Which criterion of a useful segment does this illustrate?

When Procter & Gamble (P&G)introduced Liquid Tide to a new segment,consumers in the traditional powdered detergent segment switched to the liquid product.Rather than real sales growth,P&G simply experienced the shifting of existing customers to a new product.This exemplifies a drawback of multisegment targeting strategy called:

Geodemographic segmentation combines geographic,demographic,and lifestyle segmentations.

In Baton Rouge,Louisiana everyone who is anybody in society can't wait to get a copy of 225 magazine.The magazine is targeted to the upper middle and upper classes in Baton Rouge and features articles on how they work and play.The editor of 225 magazine is relying on _____ segmentation.

A segmentation plan must produce segments that exhibit responsiveness,which means all segments response similarly to a marketing mix.

Pharmaceutical firms market many brands of cold remedies with highly similar ingredients.The primary difference among the brands is their promotions that emphasize that various brands will treat different symptoms,such as runny noses,headaches,and fever.This is one way to practice:

An individualized marketing method that utilizes customer information to build long-term,personalized,and profitable relationships with each customer is referred to as:

All of the following are steps in the market segmenting process EXCEPT:

You are the marketing manager for a food products firm.Your firm would like to introduce a new beverage to the marketplace.You have determined that two important dimensions for positioning a product are (1)nutritional value and (2)age orientation.Place the following beverages on the perceptual map provided: Coffee,Orange Juice,Diet Cola,Apple Cider,Mineral Water,Milk,Herbal Tea,Liquor,Tomato Juice.Assuming the listed beverages comprise all competitive beverages,what position should your firm's new beverage have? Describe the new beverage.

Increasing share of customer means getting more customers.

A market segment is deemed to have substantiality if it contains a large number of potential customers.

A number of plastic surgery groups in Great Britain are making use of loyalty cards.Patients who have five procedures performed at their offices will receive either a free procedure or a discount off another more complex surgical procedure.Aimed at patients who get maintenance treatments such as Botox or regular face peels,the loyalty cards may be used toward any type of surgical procedure.This is an example of segmentation by:

ThermaCare air-activated heat wraps are meant to be wrapped around sore muscles and joints.The product is advertised as a powerful pain reliever and a source of deep muscle relaxation.Its soothing warmth can work at night while you sleep to restore your body.The manufacturer of ThermaCare heat wraps is using _____ segmentation.

Which target marketing strategy views the market as one big market with no individual segments and thus uses a single marketing mix?

Product positioning is the process of:

Geography,psychographics,and benefits sought are examples of possible segmentation variables used by marketers.

Turkey Hunting Equipment Around the beginning of fall each year,about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey license plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.It is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers. -Refer to Turkey Hunting Equipment.Given that the wild turkey hunters number approximately 2.7 million,it meets the segmentation criterion of:

For years,fryer chickens sold in grocery stores were perceived to be a rather generic product--one brand of chicken was much like another.Then Frank Perdue began an advertising campaign to tell consumers his brand of chicken was more tender and a better choice.Perdue brought _____ to the marketing of fryer chickens.

Elaine perceives Cadillac automobiles to be for older men,not for young professional women such as herself.Elaine's perception represents Cadillac's _____ in her mind.

Companies that adopt a concentrated marketing strategy violate which of the following old sayings?