Exam 6: Target Markets: Segmentation and Evaluation

The producers of C & H Cane Sugar sell the product in five-pound bags, one-pound bags, and one-pound boxes. When developing its advertising strategy, C & H will most likely use a(n) ____ approach in defining a target market.

Scenario 6.2 Use the following to answer the questions. GE Transportation produces locomotive engines for sale in countries around the world. After looking at the total market for locomotive engines, the company found that various rail lines wanted different types of engines. Major rail lines in the U.S. and South America wanted engines to haul heavy freight. Rail lines in Sweden and Germany were interested in a cleaner, greener locomotive engine. Rail lines operated by several Eastern European countries wanted locomotive engines for running short distances between cities in their own country. GE Transportation is currently manufacturing its GE 4400 for heavy freight, its Hybrid Eco-Engine, and its Dash 9, suited for shortline transport. -Refer to Scenario 6.2. Suppose that GE Transportation decided to produce only locomotive engines for rail lines in the United States. The segmentation variable then would be

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

The information yielded by market segment profiles usually is not very useful later in the marketing process.

A targeting strategy in which an organization directs its marketing efforts at several segments is called a(n) ____ targeting strategy.

Would a person's political views be an effective variable with which to segment a market? Why or why not?

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

If Baskin-Robbins calculates that it could sell up to 25 percent of all ice cream cones sold in the United States, this percentage would represent the ice cream marketer's

Seventh Generation is a company producing products that limit the amount of negative impact on the environment. Their product line includes dishwashing liquid, toilet paper, paper towels, baby wipes, and laundry detergent, to name a few. Seventh Generation is now interested in producing a new line of clothing; mostly t-shirts, shorts, and long pants for both men and women. Their research indicates that they should use psychographic segmentation in their marketing strategy. Which group of segmentation variables will Seventh Generation be using?

Any group of people who, as individuals or as organizations, have needs for products in a product class and who have the ability, willingness, and authority to buy such products is a(n)

A segmentation variable is used to group smaller markets into one larger market.

Which of the following products is most likely to be marketed, using an undifferentiated approach?

Which of the following is not one of the major categories of consumer market segmentation variables?

Eighteen-year-old students do not form a market for alcoholic beverages because they

Family life cycle is most typically based on

Which of the following variables would most likely be used to segment a business market?

Market potential is the amount of a product that an organization could sell during a specified time period.

If a company segments its market on the basis of their reasons for purchasing a particular product, the primary segmentation variable in use is

Why is it important for marketers to assess competitors before entering a market segment?

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?