Exam 6: Market Segmentation, Positioning, and the Value Proposition

Overall, _____ marketing has been very effective for many firms and agencies because it leads to decisions about who to attract, what to propose to them, and how to reach them.

Which system has identified 62 market segments based on zip codes and the personal characteristics of their residents, creating a well-known tool for geodemographic segmentation?

One big plus from a product position that stays consistent over time, like State Farm's "Good Neighbor" campaign, is that it

For most products and services, the category of ____ accounts for the majority of product sales and for this reason becomes the preferred target segment among all potential consumers.

What is a value proposition? Explain why it is useful-even critical-to an organization, to its brand, to its team, and to its target audience.

Scenario 6-3 Keds has been trying to turn around a long-term slide in its shoe business.For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving.But over time, competition from Sam & Libby and Easy Spirit brands have been nipping at the heels of Keds.As part of its effort to revitalize the brand several years ago, Keds's advertising agency developed a campaign that focuses on the warm, close relationships between mothers and daughters.According to an issue of Brandweek magazine at the time, "The new ads really go for the heart." Copy on the first ad included the mother saying, "She was my first, I could never tell her how to dress," with the daughter saying, "She made me feel pretty even when I had braces." -(Scenario 6-3) The copy for this campaign features moms and daughters commenting on their close relationships, and Brandweek magazine said that the new Keds ads "really go for the heart." This points to the campaign's focus on

Folgers launched a new brand initiative called "Happy Mornings: The Revenge of the Yellow People." Using STP, the company changed its brand positioning as part of a strategy that

A powerful value proposition in most situations today includes functional, emotional, and self-expressive benefits,

Scenario 6-2 El Sol sunglasses were designed by an avant-garde artist.She said there were no sunglasses out there that she would wear, so she had to design her own.Her sunglasses were worn by a whacked-out bad guy in a blockbuster movie and, because of this, have acquired a cult following among young teens.Print advertisements are visually sparse-nothing more than a still shot from the movie and a logo for the brand.Eyewake sunglasses were designed by an optician after he realized that conventional sunglasses allowed in certain types of light that promoted eye fatigue.He made 1,000 of his sunglasses and gave 100 of them away to friends and acquaintances.After trying them out for awhile, several of them told him that they really liked them when they had to drive for extended lengths of time.He placed an ad in the back of a tourism magazine, extolling the safety benefit of driving with eyes that weren't fatigued.He promptly sold all of his remaining glasses.Kushyspecs sunglasses were developed after research revealed that a small group of people didn't like wearing sunglasses because most sunglasses left pinch marks on their noses.The company that performed the research developed sunglasses with a soft, cushiony nose piece.Advertisements for Kushyspecs feature the headline "The mark of a good pair of sunglasses is no mark at all." -(Scenario 6-2) Which of these brands of sunglasses uses benefit positioning in its advertisements?

Demographics are rarely used to describe or profile target segments that have already been identified as prospects by other variables.

In the world of advertising, markets are positioned, but products are segmented.

The ad for the Xootr adult motorized scooter is an example of choosing only one positioning strategy-user positioning-to simplify the message.

Several essential characteristics have been found to be necessary to build an effective positioning strategy.In a nutshell, it should be

"Careful Cooks," "Down-Home Stokers," and "Functional Feeders" are all segments identified by a major food company based on ____ segmentation.

One drawback of niche marketing is that a company often has to reduce the price of its product due to the smaller volume of sales it can expect.

The Folgers team aligned its marketing mix in a design that would represent a particular identity, showcasing certain themes and values, shaped to gain distinctive approval from the just-graduated-20-somethings.This demonstrates

Which company was highlighted in the text because it interviewed 3,000 consumers and created five distinct segments that it could then target in different ways, customizing lifestyle segmentation with a particular focus?

Scenario 6-5 Madison State University has a reputation for having a powerful intercollegiate coed bowling team.Seating in the campus bowling alley only allows for 400 fans to attend their matches.Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket.As a result, the school's administrators decided to institute a "priority seating" plan in which fans would be given access to advance tickets based on the following schedule: • "Lanemaster Club" - $10,000 annual donation to the bowling program - guaranteed free box seats to any match (100 seats total) • "Strike Club" - $1,000 annual donation to the bowling program - guaranteed free bleacher seats to any match (100 seats total) • "Kingpin Club" - participants in local recreation bowling leagues - guaranteed bleacher seats for $10.00 to any match (100 seats total) • "Alleycat Club" - students who have maintained a 3.9 GPA or better - guaranteed bleacher seats for $1.00 to any match (100 seats total) -(Scenario 6-5) Based on the planned schedule described here, students who have maintained a 3.9 GPA would be described as one of the bowling team's

Though advertisers cannot predict the future, what is one key element that may influence their decisions in years to come concerning the demographic group called "woopies"?

Characteristics and traits such as age, gender, race, marital status, income, education, and occupation are widely used in ____ segmentation.