Exam 6: Segmentation, Targeting, and Positioning

Able Co. is a brand-new clothing company. They've decided they want to make clothes and divide the market between individuals who make more than $80,000 a year and those who make less. Which steps of the segmentation process have they completed?

Matt had a passion for antique tools and decided to turn that passion into a brick and mortar store. He defined the broad market then narrowed it, but then he was stuck. He discussed his problem with his aunt what had years of experience in marketing positions in a large retailing firm. How could his aunt help him to take the next steps as he did know what to do next?

Characteristics such as gender, race, religion and national origin may be effective in segmentation if

Which of the following is NOT one of the steps in the Segmentation Process?

Able Co. is a brand-new clothing company. They've decided they want to make clothes. Specifically, they want to make clothes for out-door recreation. Which steps of the segmentation process have they completed?

Marketers have many choices on how to segment markets. What is the main advantage to using the behavioral segmentation approach? Behavioral segmentation

Stephanie could not find a significant pattern in looking at the demographic characteristic of her current customers. She had tried age, gender, income, national origin, and more but was not satisfied. She knew she needed to segment her market and was considering whether it might be possible to use another characteristic such as personality. What kind of segmentation approach would you recommend to her?

Carrie's Convenience offers the Cincinnati community premium groceries at discount prices with more convenience and friendlier service than large chain grocery stores. This is an example of

Demographic information can be used in many ways. Marketers can even select music to accompany ads or play in stores based demographics.

What is your dream laptop computer? Assume that there are others with similar needs and means. Suggest a positioning statement the company might use to appeal to you and others like you in your target segment?

Kim had launched her new enterprise-a health maintenance service for pets. Working with a marketing consultant, she identified five segments of pet owners who would be thrilled to subscribe to her new service. Her marketing consultant cautioned against tackling all five at once, suggesting that focusing on one would allow her to develop her expertise and

Alicia had taken a marketing position in a small company which had never had a marketing function or individual before. She explained segmentation to the owner of the firm, and the owner asked Alicia to come up with as many segment variables as possible using behavioral segmentation. Alicia argued for fewer segment variable as it makes the process less complicated and is generally preferred as long as the fewer variables allow for accurate and meaningful categorization and

Positioning statements are essential for communications plans but operate independently of the other elements of the marketing mix.

Tide segmented the market based on customer lifestyles; what type of segmentation are they performing?

Positioning is

A micromarketing approach

Marketers have a number of segmentation approaches they can use with customers that rely on where they live, what they have accomplished, what they want to do, and what they actually do. As businesses are not people, it is virtually impossible to segment businesses and they don't behave as people do.

The segments a firm develops will be the same as other competitors as the firms are operating in the same market with the same customers.

Vance, a marketing major, was helping his sister develop her retail shop. Her business was not thriving, and Vance quickly determined that trying to please everyone was pleasing no one. Together they worked out an approach where she would identify groups of customers who had similar needs, and then work with each group to meet their needs. This basic process in marketing is called

You and a friend are studying for a Marketing midterm, and she says, "I don't get why measurable is a separate criterion for marketing segments. I don't see any difference between "measurable" and "substantial." How should you explain the difference so she that can respond if this is a question asked in the exam?