Exam 8: Segmenting and Targeting Markets

ACT for kids,an anticavity fluoride rinse,comes in Bubble Gum Blow Out flavor.The age-based variable that distinguishes the market for this product is an example of a(n)_____ segmentation.

A manufacturer of lenses used in microscopes,binoculars,and telescopes has segmented its market into scientific equipment manufacturers,sporting equipment manufacturers,and retailers who sell replacement lenses.In order for this segmentation scheme to be successful,all of the following criteria must be met EXCEPT:

Market segmentation can assist marketers to do all of the following EXCEPT:

Kraft Foods plans to tailor different ads for different neighborhoods in the same region.For example,viewers watching a cable show in a Hispanic neighborhood in Chicago would see different ads during the same commercial breaks as non-Hispanics living in a different neighborhood.Kraft's strategy best exemplifies _____ segmentation.

Describe psychographic segmentation and discuss why marketers use the basis for segmenting markets.List the four psychographic variables commonly used as segmentation bases.

The Southern Company is the largest provider of utilities in the southeastern United States.It has also been accused of being the biggest source of industrial air pollution in the area.The Southern Company is trying to change consumers' perceptions of the company by sponsoring a series of television programs on how to preserve our environment.The Southern Company is hoping the programming will lead to:

The purpose of market segmentation is to:

E&V Bridal Studios,a wedding consulting business,only works with Eastern Asian customers who want to use their cultural heritage in their wedding ceremonies.What type of segmentation strategy does the wedding consultant use?

Redbook magazine targets what it calls "Redbook jugglers," defined as 25- to 44-year-old women who must juggle family,husband,and job.According to a Redbook ad,"She's the product of the 'me generation,' the thirty-something woman who balances home,family,and career: more than any generation before her,she refuses to put her pleasures aside.She's old enough to know what she wants.And young enough to get it." This is an example of _____ segmentation.

Dakin Farms in Vermont uses mass marketing.Marketers would call the strategy an undifferentiated targeting strategy.

When a firm uses a concentrated targeting strategy,it can:

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.Primos Hunting Calls is another company that manufactures wild turkey callers.It claims each of its callers is able to cluck,shriek,and kee-kee (three sounds that have been known to attract the wild turkey).If you buy one of Cost's callers,you are limited to one sound.In this way,Primos has implemented a(n)_____ strategy.

There are a number of devices that parents can buy to prevent their children from hearing objectionable language while they watch television.ProtecTV is the only product of its kind that has an expandable dictionary.Parents can add words and phrases they find offensive,and the additional words will be deleted from soundtracks and captioning.ProtecTV uses a(n)_____ strategy.

Hank operates a plumbing and electrical supply store.He has categorized its business customers by their purchasing strategy.Hank has found it much easier to serve and satisfy the _____,who usually recontact familiar suppliers and place an order immediately if product and delivery requirements are acceptable.

After selecting a market for study and choosing bases for segmenting that market,the next step is to:

Income,ethnic background,gender,and age are all examples of _____ segmentation bases.

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.The groups identified above as strong wrestling fans can be described as:

List,in correct order,the steps in segmenting a market.

All of the following have been identified as trends that will lead to the continuing growth of one-to-one marketing EXCEPT:

When a firm serves two or more well-defined market segments with a distinct marketing mix for each,it is using a(n)_____ targeting strategy.