Exam 6: Target Markets: Segmentation and Evaluation

TimeWarner Cable uses a segmentation strategy for its cable TV packages based on market characteristics such as age,gender,or income.Which of the following segmentation variables is TimeWarner using?

Pedigreeᵀᴹ is a leading brand of dog food in the United States.Suppose the maker of Pedigreeᵀᴹ decided to extend its line of products by offering a different version made with more natural ingredients.Pedigreeᵀᴹ must be sure that its marketing communications distinctly position this product (i.e. ,separate it from the other products in the line)or the result could be

Alpine Ski Shops is looking for new markets for both its brick and mortar retail stores and its catalog division.Alpine Ski Shops would most likely use a(n)______ base for market segmentation of its stores and a(n)base for market segmentation of its catalog division?

The Gap has recently produced a new line of athletic wear that closely competes with a designer label in its quality,utility,and appearance.However,it is about half the cost of the designer brand.Product managers for The Gap line plan to use price sensitivity,brand loyalty,and end use as variables to segment their target market.These are all _______ variables for market segmentation.

Jack has just joined a law firm as its purchasing agent for all supplies,equipment,and service contracts.In his previous position at another company,Jack could make decisions for any purchase up to $1 million;however,at the new law firm,he can only make decisions for purchases less than $500,000.Recently,Jack has been working with a sales representative from a computer software firm about a contract for new program to process the firm's billing statements.Jack signs the contract,even though it is for $950,000.In this case,Jack ___ part of the market for the software because _____.

Which of the following statements about the undifferentiated targeting strategy is false?

One problem with using psychographic variables for segmentation purposes is that they are difficult to measure accurately.

Lifestyle analysis focuses on people's activities,interests,and opinions.

A firm using a concentrated targeting strategy aims its marketing activities at one segment of a market.

The sales forecasting method that consists of making a product available to buyers in one or more locations and measuring purchase response is

The five-step process usually used for target market selection includes identifying the appropriate targeting strategy,determining which segmentation variables to use,developing market segment profiles,evaluating relevant market segments,and deciding which targeting strategy to use.

Customer surveys as a means of forecasting sales are not appropriate for a firm that has relatively few customers.

Which of the following forecasting methods is least dependent on historical sales data?

Relying on executive judgment for forecasting may be adequate when

Intuition and expediency are primary characteristics of which of the following sales forecasting methods?

Retail-site location analyses,unique product offerings,and special advertising campaigns are all examples of the use of

Kelly's Kids is a home-based business that sells high-quality children's clothing at premium prices using in-home parties.These in-home parties typically cater to families with small children and middle- to upper-middle-class income.Kelly's Kids is using ____ variables to segment its market.

What is the main problem with using a market test as a forecasting tool?

The purpose of market segmentation is to

Micromarketing is