Exam 7: Segmenting, targeting, and Positioning

E&V Bridal Studios is a wedding consulting business designed to appeal to East Asians.At one time it used the same marketing mix for all of its customers,but it has discovered that it needs a different marketing mix to appeal to its ethnic customers. -Refer to E&V Bridal Studios.E&V Bridal Studios markets its services to its customers by using ethnicity to divide its customers into segments.Which of the following would ethnicity be classified as?

NASCAR racing fans are some of the most diverse and loyal fans in the world.They will stand in the pouring rain,the freezing cold,or the blistering heat for hours to shake the hand and get the autograph of a NASCAR super driver.These fans are not concentrated in any one area,but are dispersed throughout the United States and Canada.Which type of segmentation would be most effective to determine a target market for a website designed to market NASCAR memorabilia?

You are the president of a new,capital-rich firm and you must decide on your firm's targeting approach.Three large subgroups exist in your market that have never had their unique needs served.If you don't act now,others will seize the opportunity.What should you use?

Business marketers focus on four broad market segments.Which of the following is NOT one of those segments?

What is a segmentation base (or segmentation variable)? Name four of the common segmentation bases used by marketers to segment consumer markets.

Tall Paul's Tall Mall designs and sells household furniture and furnishings to people who are over 6'6" tall-a rather small target market.Which targeting strategy does Tall Paul's Tall Mall use?

One of the trends that will lead to the continued growth of one-to-one marketing is the perception by consumers that they have more things to do and less time in which to do them.

Five statistically distinct health segments in the general population have been identified.One basis for this segmentation was whether a consumer had regular checkups or sought medical treatment only when injured or sick.Which segmentation could be used by health providers to reach these market segments?

The advertisements for Torengos tortilla chips that come in cans like Pringles deliberately compare the product to Frito-Lay's Tostitos tortilla chips and ask if you really prefer broken chips.What is Torengos being positioned by?

What is the next step after selecting a market for study and choosing bases for segmenting that market?

Listerine Essential Care toothpaste is designed to reduce plaque and to prevent gingivitis.Its ads state,"After age 35,3 out of 4 adults have some form of gum disease." The toothpaste is targeted to the market segment over the age of 35.This age variable that has been used to distinguish the market for this toothpaste is an example of which of the following?

What is benefit segmentation? For toothpaste,list six benefits that might be sought by consumers.For each benefit,give an existing brand name that best exemplifies segmentation according to that benefit.

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.Segmenting a market based on the fact that people who enjoy hunting typically exhibit a particular lifestyle is an illustration of which type of segmentation?

The process of market segmentation involves breaking down a heterogeneous market into homogeneous and identifiable segments.If this process is carried out to include the whole world,which of the following would be most accurate?

Chatelaine magazine targets what it calls "Chatelaine jugglers," defined as 25- to 44-year-old women who must juggle family,husband,and job.According to a Chatelaine ad,"She's the product of the 'me generation,' the thirty-something woman who balances home,family,and career- more than any generation before her,she refuses to put her pleasures aside.She's old enough to know what she wants.And young enough to get it." Which type of segmentation is this?

Ayres Corporation Ayres Corporation makes airplanes.It sells about 50 planes a year to be used as crop dusters.It sells another 75 a year to delivery companies.In addition,it manufactures another dozen or so that are used for fire fighting,and it sells about six a year for military transport purposes. -Refer to Ayres Corporation.What type of targeting strategy is Ayres using?

Chandler Kumar owns two antique stores.One is in an upscale neighbourhood,and its merchandise is artfully arranged and priced to indicate product rarity.The other is in a run-down strip mall and contains some of the same type of merchandise,but the items are left in open boxes and placed haphazardly on shelves.Customers of either store have entirely different perceptions of the stores and would be surprised to know Kumar operates each of them.Which of the following best describes the type of differing strategy he is using?

To position a product,a manufacturer must develop a marketing mix to influence potential consumers' overall image of that product.

The demographic factors of gender,age,and income often do not sufficiently explain why consumer buying behaviour varies.Frequently,differences in consumption patterns among people of the same age and gender result from their being in different stages of which of the following?

A segmentation plan must produce segments that exhibit responsiveness.In other words,if all customers are equally concerned about protecting the environment,there is no need to offer regular and all-natural versions to the segment.