Exam 7: Segmenting, targeting, and Positioning

What is product positioning the process of?

The city of Blossom Valley has a job training program for the homeless but has had a difficult time reaching this group with information about the program even though radio and television stations have provided public service advertisements free of charge.This illustrates a segmentation problem with which of the following?

Define cannibalization and product differentiation.How can product differentiation help avoid cannibalization?

You are an advertising manager for a company that sells health and fitness equipment to upscale professionals between the ages of 25 and 45.Your firm advertises during drive time on easy-listening radio stations and on television on the A&E and the Discovery channels.On what basis are you most likely to segmenting this market?

List in order the steps used to segment a market.Then name two subsequent marketing activities.

Why are many retail firms interested in customer loyalty cards and programs?

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.What is BWTC's donation to organizations that seek to reduce the use of fossil fuel a strategy for?

Candace Popwell makes and markets Festive Holiday Truffles candy.The confectionary company owner views the world as one big market with no individual segments and tries to reach it with only one marketing mix.Her essentially mass-market philosophy indicates she probably uses which strategy?

What is the term for characteristics of individuals,groups,or organizations that marketers use to divide a total market into segments?

Budweiser beer was one of the official sponsors of the 2010 World Cup soccer championship held in South Africa.As such,Budweiser beer was the only beer available in the soccer stadium where the games were played.South Africans were outraged because they prefer dark,more full-bodied beer and equate drinking Bud to drinking water.In this case,which type of segmentation was NOT incorporated into the marketing strategy?

For years,chickens sold in grocery stores were perceived to be a rather generic product-one brand of chicken was much like another.Then Maple Leaf Foods began an advertising campaign to tell consumers its brand of chicken was more tender and a better choice.What did Maple Leaf bring to the marketing of chickens?

Products such as bleaches,painkillers,unleaded regular gasoline,and some soaps are distinguished by minor differences,such as brand names,packaging,colour,smell,or "secret" additives.With these products,marketers attempt to convince customers their product is significantly different from the others and should therefore be demanded over competing brands.What are these marketers using?

Multisegment targeting offers many benefits to firms,as well as many additional costs.List two benefits and four costs of multisegment targeting.

Mattel is trying several different strategies to sustain brand growth in slow markets.It has developed a line of high-fashion clothes to be sold under the Barbie label as well as a perfume for preteen girls.In another move,it announced Barbie would "spend some time apart" from Ken,her long-term male doll companion.In addition,Mattel has developed a line of women's clothing under the Barbie label.Sales of Barbie were flat in 2005 and fell in 2006.What is Mattel doing to the Barbie brand in order to grow?

When the Sara Lee Bakery Group introduced Iron Kids Crustless bread (to save parents the time and effort of slicing the crusts off sandwiches),what was it using?

A number of plastic surgery groups are making use of loyalty cards.Patients who have five procedures performed at their offices will receive either a free procedure or a discount off another more complex surgical procedure.Aimed at patients who get maintenance treatments such as Botox or regular face peels,the loyalty cards may be used toward any type of surgical procedure.Which type of segmentation is this?

Karry-Lite,the manufacturer of lightweight suitcases with wheels,uses as its slogan,"Takes the 'lug' out of luggage." Which type of segmentation is illustrated by this slogan?

With multisegment targeting,a company could benefit from which of the following?

What is usage-rate segmentation? What is the 80/20 principle,and how does it apply to usage-rate segmentation?

What is the purpose of market segmentation?