Exam 7: Segmenting, targeting, and Positioning

List the four trends that have resulted in the continuing growth of one-to-one marketing.

Around the beginning of fall each year,about 1.1 million turkey hunters all over Canada start looking at catalogues for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey licence plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.It is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers. -Refer to Turkey Hunting Equipment.Given that the wild turkey hunters number approximately 2.7 million,which segmentation criterion does the group meet?

In the off-highway industry,there are a number of machines that are built for highly specialized applications.These machines,such as underground drilling jumbos,harvesting and specialty agriculture equipment,and mining scalers,are built in low volume and require an equally low volume of specialized components.What would a customized manufacturer of drive-train products,use to reach its market?

Which of the following proposes that a minority of a firm's customers purchase a majority of the volume of the product?

Clearing Skies Press published a book by Robert Ruark entitled Keeping the Baby Alive Till Your Wife Gets Home.It is an advice book for new fathers. -Refer to Clearing Skies Press.What demographic variables have been used to define the market for this book?

What is the term for the development of a specific marketing mix to influence potential customers' overall perception of a brand,product line,or organization in general,and is related to the place a product occupies in consumers' minds relative to competing offerings?

To be useful,a segmentation scheme must produce segments that meet four basic criteria.What are they?

The public transportation system in the Toronto area conducted a survey that revealed respondents could be assigned to one of four categories: (1)people who never used mass transit, (2)people who used mass transit in the past but not now, (3)people who used mass transit occasionally,and (4)people who used mass transit regularly.These groups have significantly different perceptions about transportation alternatives.Which type of segmentation is this?

Around the beginning of fall each year,about 1.1 million turkey hunters all over Canada start looking at catalogues for the perfect item to guarantee that this year they will kill a wild turkey,the most elusive game bird on the North American continent.The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks,turkey licence plate holders,vests with huge pockets for toting dead birds,and hunting videos to turkey decoys,turkey earrings,and turkey callers.Neil Cost is considered the best manufacturer of turkey callers in the world.It is his only product,and each is highly prized by turkey hunters.It is not unusual for a turkey hunter to pay $5,000 for one of Cost's callers. -Refer to Turkey Hunting Equipment.How would wild turkey hunters be defined?

When a firm uses a concentrated targeting strategy,it can

A market segment is deemed to have substantiality if it contains a large number of potential customers.

A market is best described as people or organizations that have which of the following?

In 2006,Coca-Cola introduced Coke Zero in Great Britain in order to appeal to British men who do not drink diet drinks because they consider them feminine beverages.The product was dubbed "Bloke Coke" by the British media. -Refer to Coca-Cola.For Coke Zero in Great Britain British men who disdain diet drinks would be best classified as which of the following?

Which of the following is the process of dividing a market into meaningful groups that are relatively similar and identifiable?

The Korean Canadian market can always be treated as a single segment.

The Mammoth Company is the largest provider of utilities in a region.It has also been accused of being the biggest source of industrial air pollution in the area.The Mammoth Company is trying to change consumer perception of the company by sponsoring a series of television programs on how to preserve our environment.What is the company hoping the programming will lead to?

The business market consists of four broad segments.They are producers,resellers,governments,and regions.

You would expect to find more stores targeting hunters in Northern Ontario than in Southern Ontario because hunting is a more popular pastime in rural areas than urban.A national chain of sporting goods stores would likely use which type of segmentation when stocking hunting merchandise?

For many years,if car owners wanted to make sure they would not be stranded if their car broke down,they became members of the Canadian Automobile Association (CAA).Members also received discounts at CAA & AAA (American Automobile Association)-affiliated hotels and motels as well as access to maps and a trip planning service.Recently,a new company offering the same services has come on the market.Better World Travellers Club (BWTC)is competing against CAA by offering the same roadside assistance as CAA and at the same time,pitching a go-green philosophy.The company is diligently courting the environmentally conscious traveller.BWTC has agreed to donate 1 percent of club revenues to environmental organizations that seek to reduce the use of fossil fuel and fight global warming.In addition,its members receive discounts on travel to remote wilderness retreats,world-class eco-resorts,and "green" hotels (those that utilize energy-efficient practices). -Refer to Better World Travellers Club.BWTC's appeal to those who want to help preserve the environment indicates the company is using which type of base?

Tall Paul's Tall Mall is the only furniture manufacturer that makes furniture to meet the needs of people who are over 6'6" tall.These people find furniture designed for average-sized people to be cramped and uncomfortable.Which type of segmentation does Tall Paul's use?