Exam 8: Segmenting and Targeting Markets

After selecting a market for study and choosing bases for segmenting that market,the marketer must select the segmentation _____,which identify the specific segmentation variables to use

The requirement for a market segment to be responsive means:

If the Coca-Cola Company decided to start marketing Coke Zero as a drink for middle-aged women,then they would be repositioning it.

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.

Fisher-Price is identifying Asian markets that are interested in their line of talking toys.Fisher-Price is engaged in the process of market segmentation.

_____ are characteristics of individuals,groups,or organizations that marketers use to divide a total market into segments.

Wine Spectator is a magazine that targets people who appreciate good wine and food.However,the discriminating reader of this magazine is also interested in travel and health,so the magazine features travel and health-related stories.This publication relies on _____ variables to identify its target market.

Clorox describes individuals who buy lots of cleaning products as heavy users.This is an example of how companies use benefit segmentation.

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

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 in North America.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.Wild turkey hunters would be defined as a:

In the United States,women tend to be the key household decision-makers for many products,such as home furnishing purchases,vacations,and autos.

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.

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

Procter & Gamble markets six different brands of laundry detergent,such as Tide,Era,Gain,and Dreft,each targeting a different market segment.This is an example of concentrated targeting.

The 80/20 principle implies that the majority of all demand is due to a minority of the customers.

To be useful,a segmentation scheme must produce segments that meet four basic criteria.The criteria are:

Johnson Publishing Company,the world's largest African American-owned publishing company and home of Ebony magazine,has forged an alliance with Dan River,Inc.to create luxury bed and bath products for the newly developed Ebony Home brand.This brand will use the strong relationship the publisher has with the African American market to sell the brand.What form of demographic segmentation will be used to market the Ebony Home brand?

A(n)_____ strategy entails selecting one segment of a market to target and focuses on understanding the needs,motives,and satisfactions of the members of that segment,as well as on developing a highly specialized marketing mix.

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

In market segmentation,individual psychographic variables can be combined with other variables to provide more detailed descriptions of market segments.