Exam 4: Understanding the Marketing Environment: Segmentation, Targeting, and Positioning

If advertisers can't reach a particular market segment with information, it's probably not a very useful segment.

Scenario 4-4 Keds is trying to turn around a long-term slide in its shoe business. For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving. However, as of late, competition from Sam & Libby and Easy Spirit brands have been nipping at the heels of Keds. As part of its effort to revitalize the brand, Keds' advertising agency has developed a campaign that focuses on the warm, close relationships between mothers and daughters. According to Brandweek magazine, "The new ads really go for the heart." Copy on the first ad includes, "She was my first, I could never tell her how to dress," with the daughter saying, "She made me feel pretty even when I had braces." -(Scenario 4-4) For Keds's positioning to have the best chance at success, it

Benefit positioning often refers to the functional benefits the brand offers. What else can it refer to?

Using a product that you have used in the past week as an example, explain the difference between segmenting and targeting in the STP approach to marketing.

When a company undergoes a repositioning, it depends on its advertising effort to

The three fundamental positioning themes are

Choosing specific segments as the focal point for marketing efforts is

In an ad for Xootr adult motorized scooter the picture compares it to a child's scooter and the tagline is "Joy for toy." This is an example of emotional, not functional benefit positioning.

Imus Brothers Coffee, distributed by Fred and his radio disc jockey brother Don Imus' mail order company, makes ground coffee and has targeted heavy users in the past. However, it is considering switching to college students. It is considering switching target segments even though this group is comprised largely of people who have just started to drink coffee and don't consume anywhere near as much as the heavy users. What are the disadvantages of the heavy-user strategy? What is the term used to describe the college students the company is considering targeting? What are the advantages of targeting this college student segment?

Scenario 4-6 Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend any of their matches. Long lines for seats have formed in the past with many fans leaving disappointed because they could not get a ticket. As a result, the school's administrators decided to institute a "priority seating" plan where fans would be given access to advance tickets based on the following schedule: • "Lanemaster Club" - $10,000 annual donation to the bowling program - guaranteed free box seats to any match (100 seats total) • "Strike Club" - $1,000 annual donation to the bowling program - guaranteed free bleacher seats to any match (100 seats total) • "Kingpin Club" - participants in local recreation bowling leagues - guaranteed bleacher seats for $10.00 to any match (100 seats total) • "Pinhead Club" - students who have maintained a 3.9 GPA or better - guaranteed bleacher seats for $1.00 to any match (100 seats total) -(Scenario 4-6) With the "priority seating" plan, the bowling team is attempting to encourage bowling aficionados to come watch the team in action. This is an example of ____ segmentation.