Exam 8: Segmenting and Targeting Markets

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.

Which of the following is a means of displaying or graphing,in two or more dimensions,the location of products,brands,or groups of products in customers' minds?

The public transportation system in the San Francisco area conducted a survey that revealed respondents could be assigned to one of four categories: (1)people who never utilized mass transit(2)people who utilized mass transit in the past but not now(3)people who utilized mass transit occasionally,and(4)people who utilized mass transit regularly.These groups have significantly different perceptions about transportation alternatives.This is an example of _____ segmentation.

With multisegment targeting,a company could benefit from all of the following EXCEPT:

In Miami,several radio stations broadcast in Spanish and play Latin music for the Hispanic people living in South Florida.The radio stations are using _____ segmentation.

Modern Bride is a publication that contains articles and lots of ads for the bride-to-be.Many young women consult this magazine as they plan their special day.The segmentation base used to define the publication's target market is based on _____ variables.

What is geographic segmentation? Name four reasons why a company would use a regional marketing approach.Then give a specific example of a company marketing its product(s)regionally.

Marketers use _____ to segment markets because this information is widely available,and factors such as age or gender are often related to consumer purchasing and consumption behavior.

What is the first step in segmenting a market?

The marketing researcher for Bubastis Cat Treats has noticed a growing number of cat owners purchasing organic treats for their pets.The researcher thinks there is a market for organic cat treats,but she's not sure if the segment is substantial.In this case,substantiality means the segment:

Market segmentation:

A potential disadvantage of multisegment targeting is _____,which occurs when sales of a new product cut into sales of a firm's existing products.

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

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.

Product differentiation is a positioning strategy.

What is one-to-one marketing,and what is the primary goal for companies that adopt the one-to-one approach? Describe the difference between a one-to-one marketing approach and the traditional approach to mass marketing.

A manufacturer of blankets knows heavy 100 percent wool blankets sell better in the New England area where the winters are harsh and that lighter-weight blankets sell better in the Southeast market where mild winters require fewer and lighter covers for the bed.Segmenting the market according to climate is an example of _____ segmentation.

Coca-Cola launched a new Black History television commercial on BET to coincide with the Martin Luther King Jr.holiday.The ad is just one element of a strategy for connecting with African American consumers.Coca-Cola's segmentation plan for this promotional campaign is based on _____ segmentation.

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

When Coca-Cola reintroduced the Coke Zero can in 2007 with a new black label for the U.S.market so that it would no longer be confused with Diet Coke or other diet colas,it was attempting: