Exam 7: Segmenting, targeting, and Positioning

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.What kind of strategy does Neil Cost use to select his target market?

Pitkin Enterprises produces animal figurines for children and young adults.For children,it makes hard-to-break figurines that are promoted and distributed in the same manner as the delicate,porcelain ones made for young adults.Pitkin engages in multisegment targeting.

A manufacturer of blankets knows heavy 100 percent wool blankets sell better in the Maritimes where the winters are harsh and that lighter-weight blankets sell better in Southern British Columbia,where mild winters require fewer and lighter covers for the bed.Segmenting the market according to climate is an example of which type of segmentation?

General Mills,Inc. ,is the owner of the Betty Crocker brand.The Betty Crocker catalogue sells cooking equipment and tableware and was initially targeted to women 45 and older.In 2001,General Mills decided to revamp the catalogue to reach women between the ages of 25 and 45.What demographic variables did General Mills use to segment its market?

The James Hardie Siding Company sells concrete siding.It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed.So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years.In terms of psychographic segmentation,which type of variable did the siding company use?

Which segmentation is based on personality,motives,and lifestyle?

One of the forces influencing the growth of one-to-one marketing is more demanding and time-poor consumers.

Discuss why market segmentation is important to the well-being of most companies.

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.Since the WWE must use different methods to reach its three largest target markets,what must it use?

Moosehead became a title sponsor of Billboard's annual Filipino Music Awards as a means of extending its two-year-old Moosehead Live music-driven promotion platform targeted to Filipino Canadians.How does sponsorship of this event benefit Moosehead?

Everyone who is anybody in Anytown can't wait to get a copy of Soiree magazine.The magazine is targeted to the upper middle and upper classes and features articles on how they work and play.Which type of segmentation is the editor of Soiree magazine relying on?

The difference between the one-to-one marketing approach and the traditional mass marketing approach can be compared to the difference between which of the following?

A mobile home manufacturer has decided to add concession food trailers to its product line.If all the current competitors in that market use a differentiated product market strategy,which strategy would make the most sense for the manufacturer to implement?

John Sichner,editor and publisher of Beverage Digest,a trade journal for beverage producers,wrote,"In this day and age,one product can't be the answer for all consumers." What was Sichner opposing the use of?

A manufacturer of lenses used in microscopes,binoculars,and telescopes has segmented its market into scientific equipment manufacturers,sporting equipment manufacturers,and retailers who sell replacement lenses.In order for this segmentation scheme to be successful,all of the following criteria must be met EXCEPT which of the following?

Which of the following is one of the four criteria identified in your text for successful market segmentation?

Reader's Digest magazine plans to send to millions of people with different medical conditions,such as high blood pressure or high cholesterol,a booklet filled with articles and prescription-drug ads,all about the very condition each subscriber has.Which of the following best describes how Reader's Digest is applying benefit segmentation?

To be useful,a segmentation scheme must produce segments that meet four basic criteria.Name and briefly describe each of these four criteria.

Tower Fasteners developed a commanding position in the fastener industry by having in stock over 150,000 different types of fasteners.Tower's primary market is defined as companies with a need for specialized fasteners.Which of the following is NOT a characteristic of the buying organization that Tower can use for segmentation?

After the market segmentation process,the marketing manager's next task is to select one or more target markets.There are three general strategies for selecting target markets.Name and briefly define each of the three strategies.For each strategy,name one advantage and one disadvantage of using the strategy.