Exam 8: Segmenting and Targeting Markets

_____ divides individuals into groups according to the way they spend their time,the importance of items in their surroundings,their beliefs,and socioeconomic characteristics.

Candace Popwell makes and markets Festive Holiday Truffles candy.The confectionary company owner views the world as one big market with no individual segments and tries to reach it with only one marketing mix.Her essentially mass-market philosophy indicates she probably uses a(n)_____ strategy.

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.

Product positioning is the process of:

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 United States.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 United States,the new offerings will not be going after the same consumers. -Refer to Mercedes-Benz.Baby boomers have money to burn and will be the primary target for the downsized luxury vehicles offered by Mercedes.Many of them will want this type of car to feel young again.This group is considered a(n):

To be useful,a segmentation scheme must produce segments that meet four basic criteria.Name and briefly describe each of these four criteria.

Many children on the autism spectrum like to chew on clothing,paper,or anything that they can find.Kid Companions manufactures nontoxic,plastic chewable jewelry for kids to wear.The product is a great way to keep kids from chewing on their clothes,while letting them work through their chewing tendencies.However,the company is unsure how to reach parents and therapists with information about their product.This illustrates a segmentation problem with:

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

To increase Coke Zero's market share in the soft-drink industry,the Coca-Cola Company should emphasize one-to-one marketing.

Altria Group,Inc.'s Phillip Morris failed at an attempt to target Americans looking for a potentially safer cigarette.This market exhibits a lack of:

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 United States.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 United States,the new offerings will not be going after the same consumers. -Refer to Mercedes-Benz.One potential problem is that some of the purchasers of Daimler's downsized luxury vehicles could be consumers who would have purchased a larger,higher-priced Mercedes-Benz.This situation is called:

Which of the following is a potential disadvantage associated with an undifferentiated strategy?

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,government,and regions.

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 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 Walmart.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 group identified as strong wrestling fans can be described as a(n):

Name and describe the three targeting strategies.For each strategy,name one advantage and one disadvantage of using the strategy.

_____ is the process of grouping customers into market segments according to the benefits sought from the product.

Abbeville Press published a book by Armin Brott and Jennifer Ash entitled The Expectant Father: Facts,Tips,and Advice for Dads-to-Be..It is an advice book for men whose partners are expecting a baby.The market for this book is based on demographics.

Tall Paul's designs and sells household furniture and furnishings to people who are over 6'6" tall--a rather small target market.Tall Paul's uses a(n)_____ targeting strategy.

What is a segmentation base (or segmentation variable)? Name the common segmentation bases used by marketers to segment consumer markets.