Exam 7: Segmenting, targeting, and Positioning

HK Magazine is a free,Hong Kong-based English-language weekly magazine published by Asia City Publishing Limited.It targets young metropolitans with a focus on how to live well in the city.Its publisher most likely used geodemographic variables to segment its market.

Cindy Patel is the new owner of a stationery shop.She understands the need to segment her market,and available marketing research indicates there is much demand in the community for personalized gifts.Patel has few resources and cannot engage in intensive consumer research to precisely identify a segment.Which of the following strategies would you suggest she employ?

The closer together two brands are on a perceptual map which of the following is the most likely result?

What is the term for the segmenting of markets based on the region of the country or the world,market size,market density (number of people within a certain unit of land),or climate?

Train collectors Jack McCoy and Sandro Dias have decided to open a store that sells train memorabilia-everything from toy train sets to full-sized railroad signs.After 18 months in business,they have noticed most of their sales are to the same small group of customers (about 40 people)even though they have records to show there are over 200 active train collectors within a 50-mile radius of their store.Which of the following does their retailing experience support?

Segmentation by customer type occurs when business marketers segment their markets by income,occupation,and educational variables.

H&R Block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services such as mortgages and investment advice.Block has great brand recognition,but consumers care about it only four months out of the year.What do its executives believe they can use to make people think of it as a company offering services year-round?

The difference between one-to-one marketing and the traditional mass-marketing approach is difficult to articulate.

SRD Research Firm has conducted marketing research on the market for concrete siding for homes.The research firm has determined there are thousands of homeowners who want the security,safety,warmth,and stability provided by concrete siding.These homeowners are generally married and between 25 and 54 years of age.They tend to live in suburban neighbourhoods and most subscribe to lifestyle magazines.If you were interpreting these results,what might you suggest that SRD do?

Sav-On Stores,which operates a number of grocery stores,learned that 25 percent of its shopping base is responsible for a substantial majority of its revenue.This is the general idea posited by the 80/20 principle.

Geography,psychographics,and benefits sought are examples of possible segmentation variables used by marketers.

ProtecTV is a product that selectively mutes words and phrases some people find objectionable.It can be connected to a television,VCR,DVD player,or satellite TV system.The manufacturer of ProtecTV targeted parents who did not want their children exposed to what they consider to be offensive language. -Refer to ProtecTV.By helping parents who want to protect the innocence of their children,which type of segmentation is ProtecTV using?

Cable companies are facing competition for TV customers who once had no choice but cable if they wanted to see more than local programs.In the face of this competition from satellite,which type of strategy are cable companies using to show that they have become customer oriented?

Stouffer's offers gourmet entrees for one segment of the frozen dinner market and Lean Cuisine for another segment that wants both good taste and low calories.When Stouffer's chose to serve two well-defined market segments and develop distinct marketing mixes for each,which type of strategy was it implementing?

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.Chinese brides want elaborate red gowns,and Vietnamese brides wear a brocaded gown with long sleeves and a Mandarin collar.Which procedure does E&V Bridal Studios use to divide its large market?

Which of the following trends will lead to the continuing growth of one-to-one marketing?

The United Way wants to identify segments by their readiness to participate in a drug and alcohol program or in prenatal care.The agency will need to gauge whether there are enough people to justify setting up the service.What is the first segmentation criterion problem that would greet this proposal?

What is the term for a group of people or organizations that has wants and needs that can be satisfied by particular product categories,has the ability to purchase these products,and is willing to exchange resources for the products?

Pharmaceutical firms market many brands of cold remedies with highly similar ingredients.The primary difference among the brands is their promotions that emphasize that various brands will treat different symptoms,such as runny noses,headaches,and fever.This strategy is best classified as which of the following?

Five statistically distinct health segments in the general population have been identified.One of these segments is referred to as "Avid Partners." Avid Partners are information driven.They are characterized by their high interest in acquiring health care knowledge,their perception of themselves as "partners" in decisions that are made about their medical care,their lack of loyalty to specific physicians,and their resulting willingness to change physicians.The primary segmentation variables used to identify these health segments was psychographic.