Exam 7: Market Segmentation and Target Marketing

Phil and Sabastian, a local Calgary coffee roaster-coffee shop, has been successful in the premium coffee segment with its micro-marketing strategy.

Distributing trial coupons for a new soft drink to medium and heavy soft drink users is an example of behaviour response segmentation.

Geo-targeting breaks a country into large regions; it does not consider urban and suburban differences within a city.

Behaviour response segmentation helps explain why two individuals who appear to be identical in age, sex, and income have different reasons for buying goods and services.

A marketing system that can produce products and personalized messages to individual customers is

Psychographics consider

Targeting a young female business executive who lives in the suburbs of Toronto involves only geographic segmentation.

Market challengers such as Pepsi are likely to employ a product differentiation positioning strategy.

Technology is an important factor in the growth and adoption of direct segmentation and behavioural marketing.

John spent time on bank websites looking up mortgage rates. He then started to receive ads from a mortgage company whenever he visited a webpage. The mortgage company is using what type of marketing strategy?

Micro-marketing involves the development of marketing strategies on

Once a brand's positioning has become set in the customer's mind, there is little marketers can do to change it.

Gillette Fusion ProGlide razor ads, which focus on the flexball technology that promise a smoother, closer shave, is a good example of technical innovation positioning.

What type of segmentation strategy does Walmart use when targeting the consumer market? Describe what they do and explain your point of view.

Describe two separate market segments to which audio books can target their products. What kind of segmentation is this?

Targeting a product line to one particular sub-segment and committing all marketing resources to the satisfaction of that sub-segment is referred to as

Firms must choose only one alternative at a time, because targeting strategies are exclusive.

Jaguar cars appeal to an upscale, status-conscious market segment. This is an example of micro-marketing.

Nike has introduced an online store that allows customers to design their own shoes by selecting colours, styles, and personalized messages to be included in the stitching. This is an example of

Using psychographic information to develop marketing communications that appeal to consumers on an emotional level has been used effectively for categories such as alcohol, perfume, and travel.