Exam 7: Segmenting, targeting, and Positioning

For an engagement ring,Keishail would rather have a diamond than a cubic zirconium because the diamond is marketed as the only way to show someone that you really love her and are sincere about your commitment to her.Which of these indicates how it is positioned by?

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.Which segmentation variable does the company rely on to identify its market?

The Ritz-Carlton hotel chain is renowned for its service and individual treatment of its customers.All service staff and employees have note pads and are taught to record every little piece of information they learn about a customer.If a business traveller ordered soft pillows,wanted only martinis in his mini bar,and needed access to a fax machine,he would find all of these amenities in his room when he arrived.The Ritz-Carlton is basing its one-to-one marketing on which of the following trends?

Firms can be categorized by the type of purchasing strategy used.Which of the following consider numerous,even unfamiliar,suppliers and solicit and analyze options?

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.By catering to the British men who disdain diet beverages,what is Coca-Cola basing its positioning strategy on?

Once a marketer is aware of all possible segmentation variables,choosing which variables to use is a simple,scientific process.

Military Spouses is the only publication in the world that targets readers who "are married to the military." Its content reflects the unique set of challenges,hardships,and rewards to those whose spouses are in the military.The marital status that has been used to distinguish the market for this magazine is an example of which of the following?

June LaVista owns a health and fitness gym.After dividing her customers into four segments based on income range,age,level of fitness,and other selected segmentation descriptors,she wrote out a description of each segment's size,expected growth,frequency of exercise,and overall profit potential.What did LaVista engage in?

The debate over gay marriages is causing a great deal of furor,but it has done little to deplete the importance of the affluent gay market to businesses.Georgia Pacific and Mitchell Gold,a furniture manufacturer,are two companies that have implemented and maintained marketing mixes designed to meet the needs of lesbians and gays.To these companies and others,lesbians and gays are desirable customers.Which of these would they be best classified as?

Which type of segmentation do magazines such as Martha Stewart Living,Better Homes & Gardens,and other magazines targeted to people who are interested in improving their personal spaces rely on?

Your firm is producing a car battery that is safe to discard in normal household trash.All other batteries on the market contain chemicals that are harmful and that can pollute underground water supplies and should be discarded with caution.Which of the following marketing segmentation options might you choose?

The business market consists of four broad segments.What are these segments?

If you wanted to introduce a magazine devoted to providing information on how to live off the land in Canada,you would be likely to target western Canadian men who have a strong need for individualism and limited government regulations.In other words,you would probably use which type of segmentation?

You are given the following limited information about a market consisting of ten people.Describe all the possible ways to segment this market.

Today's typical recreation vehicle owner is white,50 years old,and married.With a mean household income of $71,900,typical recreation vehicle owners are more affluent than average and tend to own their homes.They spend approximately 19 days a year in their rolling homes.On the way,they're more likely than average to listen to country music,easy listening,or all-talk radio.They also prefer Velveeta to ricotta or feta cheese.This describes which of the following for recreation vehicles?

Which of the following expressions or sayings best describes why marketers find geodemographic segmentation so effective?

DCS Corporation makes barbecue grills.It has expanded into high-priced,multipurpose barbecues for people who want to be able to cook all their food outside.Facing little competition,DCS designed an excellent line of specialty barbecues,had good distribution,used effective promotion with this market,and within four years had a respectable market share.Yet financial losses every year have caused DCS to drop this line.What might this market segment,relative to the resources devoted to it,have lacked?

When asked to name a brand of sports drink,most people will answer Gatorade,and some will respond with Powerade also.But people with diabetes who still need to replenish electrolytes lost during activity or illness cannot drink these sports drinks because they are high in sugar.As a result,a manufacturer has developed Champion Lyte,which contains no sugar.Which type of segmentation did the manufacturer of Champion Lyte use to identify its market?

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.Primos Hunting Calls is another company that manufactures wild turkey callers.It claims each of its callers is able to cluck,shriek,and kee-kee (three sounds that have been known to attract the wild turkey).If you buy one of Cost's callers,you are limited to one sound.In this way,which type of strategy has Primos implemented?

Sure Fit,Inc.has begun a rebranding strategy to let customers know it no longer produces only slipcovers,but also carries a line of rugs,window treatments,and bedding.What would it describe as women with average annual household income of $60,000 or more?