Exam 7: Market Segmentation and Target Marketing

Consider the beer market and use examples to indicate three different segmentation strategies that could be used.

What are the four main types of characteristics used to identify different customer segments?

Real estate companies and mortgage companies are using behaviour response segmentation over traditional mass media.

Aaron is a new marketing executive hired by Mercedes. His first project is to plot Mercedes's major competitors on a graph showing their quality/price positioning. Aaron is developing

When using a market segmentation strategy, a firm tends to lose control of costs because of the number of segments it competes in.

Home Depot, in its attempts to target women, offers "Do-It-Herself"workshops on various renovations. What kind of segmentation is this?

Direct segmentation refers to a situation where unique marketing programs are designed to meet the needs and preferences of

Walmart engages in which level of market segmentation by offering everyday prices and product selection that attracts a wide cross-section of the North American population?

Mass marketing would be appropriate for which of the following services?

Explain why the astute marketer will consider marketing strategies specifically targeted at the female market segment.

At the beginning of a niche market, niche marketers draw a lot of attention from major competitors.

Which of the following organizations is least likely to depend on psychographic segmentation strategies?

Positioning refers to

Describe how Canada's ethnic diversity is geographically located and what kinds of marketing opportunities this presents.

Harley-Davidson focuses on the super-heavyweight motorcycle market segment. This is an example of

The "Pepsi Challenge"is a classic example of a head-on positioning attempt by a brand challenger.

"Coke is it,"and "Can't beat the real thing"are examples of Coke's successful marketing communications to support their brand leadership positioning.

Robin Hood Multifoods markets flour for use in bread-making machines. What type of market segmentation are they using with this product?

A website on the Internet offers people the ability to purchase books and communicate directly with the authors through e-mail. The website has no affiliation with a bookstore or publisher. What type of segmentation strategy is being used here? Explain your answer.

Repositioning Apple iPhone would make sense if consumers felt the iPhone was not up to date in technology and sales were dropping.