Exam 7: Segmenting, targeting, and Positioning

Markets can be segmented using a single variable (such as gender)or by several variables in combination (such as gender,age group,and education).While multiple-variable segmentation is more descriptive and precise than single-variable segmentation,it has several disadvantages.Name three disadvantages of multiple-variable segmentation.

The Play It Again Sports chain carries all kinds of sports equipment at much lower prices than the typical sporting goods store.Typically,merchandise sold in the store has little,if any,wear.By being both a way for people to get rid of unwanted equipment and a source of new-to-you equipment,what is Play It Again Sports emphasizing?

Ad campaigns by Aleve pain reliever emphasize the fact that to get the same relief offered by one Aleve,you would need to take six aspirin or Tylenol and four Advil.Which positioning base are these promotions using?

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 design of travel packages that appeal to people who like hiking and camping and packages that appeal to those who like resorts would indicate the company is using which type of base?

Market researchers estimate thousands of Canadians have high blood pressure and do not know it because they do not have annual medical exams.A pharmaceutical company that has developed a medicine to reduce blood pressure should not count on this group to be a good target market because the group lacks which of the following?

Which strategy entails selecting one segment of a market to target,and focuses on understanding the needs,motives,and satisfactions of the members of that segment,as well as on developing a highly specialized marketing mix?

Name and briefly describe four bases firms typically use for positioning or repositioning their products/services.

What are the four criteria necessary to define a market?

What is meant by the requirement for a market segment to be responsive?

What is the term for a method that clusters potential customers into neighbourhood lifestyle categories and is a combination of geographic,demographic,and lifestyle segmentation?

Which of the following divides individuals into groups according to the way they spend their time,the importance of items in their surroundings,their beliefs,and socioeconomic characteristics?

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.Which variables does Ayres Corporation use?

Global Travel Agency is a small business that creates personalized vacations for its customers and is now in the process of identifying groups of travellers who have relatively similar vacation dreams.The business is engaged in the process of market segmentation.

The Middleton Health Club has a new fitness program for expectant mothers.After flyers were placed at the offices of area obstetricians,Middleton's class filled up within two days.Which segmentation success criterion was most influential in the success of this promotion?

Every six months or so,some manufacturer introduces a new shape or colour for the boxes that house the hardware to run PCs.These companies contend beige is boring,and people are ready for "something fun." These manufacturers ignore the fact most Canadians like their technology in plain wrappers.These bright colours and odd shapes have failed because the market segment to which they are targeted lacks which of the following?

Market research has shown that 6- to 17-year-old males,18- to 24-year-old females,and 18- to 44-year-old males are most likely to watch a televised professional wrestling event or to attend a live match.Wrestling events are regularly broadcast in 120 different countries.Merchandise licensed by World Wrestling Entertainment (formerly known as the World Wrestling Federation)can be purchased at the Bay and Walmart.Clothes for adults are used to reach markets that may not buy action figures,video games,and novelty candy,but who are still proud to sport World Wrestling Entertainment (WWE)trademarks. -Refer to Wrestling Merchandise.Which segmentation did the marketing research reveal could be used to identify the biggest fans of professional wrestling?

Income,ethnic background,gender,and age are all examples of which type of segmentation bases?

Canadian paint manufacturers traditionally use different formulae for developing paint to be used in the rainy west coast,the frigid north,and the dry prairies.This is an example of how demographic segmentation is used.

While most marketing to Generation Y tries so hard to be hip that it borders on parody,Vans has kept the decades-old brand real and vital for Gen Yers.Marketing programs the footwear manufacturer uses to reach Gen Yers include the Vans Skate Parks,which operate in malls around the country;the wildly successful Vans Warped Tour for alternative music;and the Vans Triple Crown,the brand's answer to the X Games.The segmentation plan used by Vans relies heavily on which type of segmentation?

Reality-based television shows are targeted to people who like to believe they could become a part of such a show and find their way to fame and fortune.This is an example of psychographic segmentation.