Exam 7: Segmenting, targeting, and Positioning

In Miami,the most popular Cuban radio station starts broadcasting in Russian for two hours daily to reach the 300,000 Russian-speaking people who live in South Florida.What type of segmentation is the radio station using?

What is psychographic segmentation? Why do marketers use psychographic segmentation? List four psychographic variables commonly used as segmentation bases.

Firms can be categorized by the type of purchasing strategy they use.Which of the following usually contact familiar suppliers and place an order with the first that can meet product and delivery requirements?

Companies that adopt a concentrated marketing strategy violate which of the following old sayings?

What is the term for the process of grouping customers into market segments according to what is sought from the product?

A 19-year-old college student might be a "party animal" living in a dorm.Another student might be a husband with a small child and a full-time job.If you were in charge of a marketing program aimed at these men,what segmentation technique would be the easiest to employ that might help you to distinguish between them?

One reason marketers use market segmentation as a tool is that,once completed,the process need not be repeated.

Mirage Resorts in Las Vegas has a system that allows hotel clerks instantaneous access to a client's gambling history to determine what sort of room or complimentary services will provide the guests with the highest level of service.What is the resort practising?

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 is the book positioned on the basis of?

Which group considers numerous,even unfamiliar suppliers,solicits bids,and carefully analyzes options and,therefore,requires a higher level of customer service and follow-up on quotations?

If a market segment is especially motivated by coupons in newspapers,which segmentation success criterion is most influential in the success of this program?

Festive Holiday Truffles is a small confectionary company.Its owner has been heard to say she engages in mass marketing.Marketers would call her strategy an undifferentiated targeting strategy.

When Procter & Gamble (P&G)introduced Liquid Tide to a new segment,consumers in the traditional powdered detergent segment switched to the liquid product.Rather than real sales growth,P&G simply experienced the shifting of existing customers to a new product.This exemplifies a drawback of multisegment targeting strategy.What is it called?

Atomic Ranch is a new magazine that targets people who grew up in ranch-style houses,now own ranch-style houses,and appreciate articles about the history of the style and sensitive makeovers that keep the essential ranch style while allowing for modern conveniences.Which type of variables does this new publication rely on to identify its target market?

Ten Thousand Villages is a nonprofit retail store that sells gift items made by artisans from over 30 different countries.This store provides employment to craftspeople in developing nations and markets their handiwork at a fair price.The store defines its market segment as people who believe in helping others and who feel good about helping others whenever possible.Which type of segmentation does the store use?

What is the term for a group of people or organizations for whom an organization designs,implements,and maintains a marketing mix intended to meet the needs of that group,resulting in mutually satisfying exchanges?

The Toronto Zoo has completed a thorough examination of its patrons,such as Chinese families and ethnic communities.It grouped the customers into three segments based on size,geographic region and benefits sought.Would you recommend a new segmentation analysis this year?

The Grief Store sells keepsake urns,cremation urns,funeral jewellery,and books on how to cope with the grief resulting from the death of a loved one.Which type of segmentation is the Grief Store using?

Ever since Hunter got his new Shell MasterCard,which gives him a 5 percent rebate on all purchases of Shell gas,he will buy gas only at stores that sell Shell gas.Shell introduced its credit card plan as a means of implementing which type of segmentation?

Which of the following identifies correctly how often market segmentation should be done?