Exam 7: Segmenting, targeting, and Positioning

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 base has BWTC selected for its positioning strategy?

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.In deciding to target the environmentally conscious traveller,BWTC had to be sure that this group would react to its marketing mix differently from other groups.If so,which criterion would the group meet?

AkPharm,Inc.has developed Cat-Sip,a lactose-free milk designed to be digestible by cats.The market for this product is cats.

What could Jell-O use to determine if consumers perceive a void in snacks that are easy to handle and wholesome,and if customers think Jell-O Pudding Pops would fill that void?

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.The market for this book is based on demographics.

What is geographic segmentation? Name four reasons that a company would use a regional marketing approach.Then give a specific example of a company marketing its product(s)regionally.

Recent research of cell phone features (e.g. ,calendar,push-to-talk,text messaging)has been completed.Which of the following describes how the data were plotted? It has axes ranging from low- to high-technological advancement and high-entertainment to high utility to show how the products are perceived by consumers and is done in two-dimensions.

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.What is the primary market segment for ProtecTV?

Market segmentation can assist marketers to do all of the following?

Which of the following businesses would be most likely to use family life-cycle segmentation?

What is the term for a subgroup of individuals or organizations sharing one or more characteristics that cause them to have relatively similar product needs?

SM: The Magazine for Single Mothers was introduced by Mystic Publications,Inc.in the fall of 2006.The first national bimonthly consumer magazine for single mothers,SM has an independent editorial spirit and addresses the distinctive legal,family,and financial concerns of the many single mothers in North America.The segmentation base used to define the publication's target market was based on which variable?

Hildy Webb and LaTishe Brown own Creative Catering and would like to improve customer satisfaction and increase repeat business.When you ask them to describe a typical customer,they say it is impossible and explain that with corporate functions,family affairs,and fundraisers,they do not have a typical customer.Why should they use market segmentation?

A group of high school students stop by a sporting goods store.The store has just received a new shipment of high-end racing bicycles.The bicycles range in price from $1,200 to $3,000.All of the students want one of these new bikes,but none has the means to buy one.Is this group of consumers a potential market for the expensive bikes?

Serving the specific needs of this segment must be commercially viable,even if the number of potential customers is small.A selected segment must be large enough to warrant developing and maintaining a special marketing mix according to the criterion of which of the following?

ThermaCare air-activated heat wraps are meant to be wrapped around sore muscles and joints.The product is advertised as a powerful pain reliever and a source of deep muscle relaxation.Its soothing warmth can work at night while you sleep to restore your body.Which type of segmentation is the manufacturer of ThermaCare heat wraps using?

What is the basic goal of one-to-one marketing?

What is one-to-one marketing? What is the primary goal for companies that adopt the one-to-one marketing approach?

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.ProtecTV is the only product of its kind that has an expandable dictionary.Parents can add words and phrases they find offensive,and the additional words will be deleted from soundtracks and captioning.Which type of strategy is ProtecTV 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.Environmentally conscious travellers are best classified as which of the following for BWTC?