Exam 7: Segmenting, targeting, and Positioning

The slogan used by GlaxoSmithKline,"Disease has no greater enemy," indicates that the pharmaceutical company relies heavily on benefit segmentation variables.

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.An appropriate market segment for this book could be based on the family life cycle.

Manufacturers of instant potato flakes sell to resellers,institutional food services,and movie production companies.(Instant potato flakes are typically used in movies when the scene calls for falling snow. )How would manufacturers of instant potato flakes most likely segment their market?

What is the family life cycle (FLC)? Using the following selected stages from the FLC,briefly describe the lifestyle and purchasing needs of consumers in that stage: (1)young single, (2)young married without children, (3)young married with children, (4)middle-aged married without children,and (5)older unmarried.

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.What type of segmentation strategy does the wedding consultant use?